Her Too: Consumers Express Greater Frustration and Aggression With Female Artificial Intelligence

This research examines how the gendered personification of AI influences consumer responses. Analyzing both audio (conversations with voice-activated assistants) and text (chatbot exchanges), we find consumers are more likely to express frustration and aggression when interacting with female (versus male) AI. This is particularly the case when it performs inadequately.



Citation:

Rhonda Hadi and Lauren Block (2019) ,"Her Too: Consumers Express Greater Frustration and Aggression With Female Artificial Intelligence", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 243-248.

Authors

Rhonda Hadi, Oxford University, UK
Lauren Block, Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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