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.
Citation:
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.
Authors
Ksenia Sergueeva, Drexel University
Chen Wang, Drexel University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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