How does the lack of control trigger negative behavioral feedback from consumers? ——A study on the negative emotions caused by the lack of control based on the SOR framework

Abstract

As AI-powered service agents become increasingly embedded in customer service operations, understanding how these systems shape consumer experiences is critical. This study investigates the psychological pathway through which perceived control deficits in AI service interactions trigger consumer emotional responses. Drawing on the extended S–O–R framework, we conceptualize perceived control loss as the key stimulus (S) that activates attribution processes (O), leading to negative emotions (R) such as frustration, anger, or helplessness. A thorough literature review reveals that prior studies have largely overlooked how perceived control functions as a cognitive stimulus that intensifies consumer blame assignment and emotional reactions in automated service contexts. By clarifying this process, our research advances theoretical insights into AI–consumer interactions and offers a practical roadmap for managing emotional risks in automated service environments. The proposed model also highlights how consumers’ attribution of service failures—whether to the AI agent, system design, or brand—can shape the intensity and direction of their emotional responses. This study thereby enriches the understanding of consumer cognition–emotion pathways in AI services and provides guidance for balancing automation efficiency with user experience.