Alexa Or Alex Or Neither? Exploring Gender-Neutral Voices, Gender Framing and Consumer Judgments of Synthetic Voices
This work provides the first exploration of gender-neutral synthetic voices and non-binary gender-framing on consumer’s perception. In two experiments, in which the authors create a gender-neutral synthetic voice, this work finds that framing this voice as male (vs. female, gender-neutral or control) increases evaluations of both warmth and competence.
Citation:
Broderick Lee Turner and Brett Christenson (2020) ,"Alexa Or Alex Or Neither? Exploring Gender-Neutral Voices, Gender Framing and Consumer Judgments of Synthetic Voices", 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: 746-748.
Authors
Broderick Lee Turner, Virginia Tech, USA
Brett Christenson, Pennsylvania State University, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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