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



Share Proceeding

Featured papers

See More

Featured

A Slack-Based Account of Pain of Payment

Justin Pomerance, University of Colorado, USA
Nicholas Reinholtz, University of Colorado, USA

Read More

Featured

The "Healthy=Lighter" Heuristic

Nico Heuvinck, IESEG School of Management
Yi Li, Macquarie University
Mario Pandelaere, Virginia Tech, USA

Read More

Featured

Prices in Red: When a Red Price Becomes a Stop Sign

Hongjun Ye, Drexel University, USA
Siddharth Bhatt, Drexel University, USA
Rajneesh Suri, Drexel University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.