Does the Gender of Your Siri Really Matter? the Impact of Voice Control Device Gender on Product Evaluation.
Three studies investigate whether, how, and why the gender of the voice control device influences consumer evaluation when it fails to comprehend. Results show that the male (vs. female) device is rated higher. Such effect is mediated by perceived comprehension ability of the device and moderated by the task expertise.
Ksenia Sergueeva and Chen Wang (2021) ,"Does the Gender of Your Siri Really Matter? the Impact of Voice Control Device Gender on Product Evaluation.", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 907-907.
Ksenia Sergueeva, Drexel University
Chen Wang, Drexel University
NA - Advances in Consumer Research Volume 49 | 2021
R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence
Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
SHAILENDRA PRATAP JAIN, University of Washington, USA
I12. The Effect of Susceptibility-Induced Threat in the Preventative Communication
Moon-Yong Kim, Hankuk University of Foreign Studies
Influence of Visual Crowding and Space Between Products on Consumer Choice
Ana Scekic, HEC Paris, France
Selin Atalay, Frankfurt School of Finance and Management, Germany
Cathy Liu Yang, HEC Paris, France
Peter Ebbes, HEC Paris, France