Is That an Accent I Hear? How a Digital Voice Assistant’S Accent Affects Consumer Perceptions and Intentions

Smart devices–like Amazon’s Alexa and Google Home–rely on natural-sounding voices to provide responses to consumer requests. Two experiments show that varying voice via computer-generated accents affects perceptions of a response’s believability, behavioral intentions toward the device, and willingness-to-pay for services as a function of voice fit and competence.



Citation:

Rebecca Chae, James A. Mourey, and Carolyn Yoon (2020) ,"Is That an Accent I Hear? How a Digital Voice Assistant’S Accent Affects Consumer Perceptions and Intentions", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1011-1016.

Authors

Rebecca Chae, Santa Clara University, USA
James A. Mourey, DePaul University, USA
Carolyn Yoon, University of Michigan, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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