The purpose of this research is to explore the acceptance of social robots as companions. Understanding what affects the acceptance of humanoid companions may give society tools that will help people overcome loneliness throughout pandemics, such as COVID-19 and beyond. Based on regulatory focus theory, it is proposed that there is a relationship between goal-directed motivation and acceptance of robots as companions. The theory of regulatory focus posits that goal-directed behavior is regulated by two motivational systems—promotion and prevention. People with (...) a promotion focus are concerned about accomplishments, are sensitive to the presence and absence of positive outcomes (gains/non-gains), and have a strategic preference for eager means of goal-pursuit. People with a prevention focus are concerned about security and safety, are sensitive to the absence and presence of negative outcomes (non-losses/losses), and have a strategic preference for vigilant means. Two studies support the notion of a relationship between acceptance of robots as companions and regulatory focus. In Study 1, chronic promotion focus was associated with acceptance of robots, and this association was mediated by loneliness. The weaker the promotion focus, the stronger was the sense of loneliness, and thus the higher was the acceptance of the robots. In Study 2, a situationally induced regulatory focus moderated the association between acceptance of robots and COVID-19 perceived severity. The higher the perceived severity of the disease, the higher was the willingness to accept the robots, and the effect was stronger for an induced prevention (vs. promotion) focus. Models of acceptance of robots are presented. Implications for well-being are discussed. (shrink)