Social robots are increasingly being deployed in a wide variety of consumer-facing services, where they co-create value with and for the benefit of the consumers they interact with (Lu et al., 2020;Wirtz et al., 2018). Robots welcome customers to restaurants and hotels, entertain children, read cooking recipes at home, give additional information about products in stores, or assist the elderly with walking to support their health (Henschel et al., 2021;KPMG, 2016). What all these robots delivering services to consumers have in common is that they represent an "information technology in a physical embodiment, providing customized services by performing physical as well as nonphysical tasks with a high degree of autonomy" (Jörling et al., 2019, p. 405). This integration of robots into the marketplace reshapes service interactions and also challenges some fundamental principles of consumer-firm interactions (Kaartemo & Helkkula, 2018;Subramony et al., 2018). While service robots come with different levels of intelligence (Huang & Rust, 2018) and in various manifestations (Wirtz et al., 2018), embodied robots engaging in social interactions with consumers are expected to ignite what could be the most dramatic transformation of the consumer service landscape in the age of ser-