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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