14F Alexa Or Alex? the Gender of Artificial Intelligence Matters As Much As the Look

The present research shows that in addition to the effects of anthropomorphization on consumers’ perceptions of products that have artificial intelligence (AI) features, AI gender has its own influences. When an AI was described as male, participants expected the product to have greater capability to handle complicated requests.


Hongjun Ye, Haeyoung Jeong, Wenting Zhong, Siddharth Bhatt, and Rajneesh Suri (2019) ,"14F Alexa Or Alex? the Gender of Artificial Intelligence Matters As Much As the Look", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1000-1000.


Hongjun Ye, Drexel University, USA
Haeyoung Jeong, Drexel University, USA
Wenting Zhong, Drexel University, USA
Siddharth Bhatt, Drexel University, USA
Rajneesh Suri, Drexel University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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