Busting the one-voice-fits-all myth: Effects of similarity and customization of voice-assistant personality

Despite the increasing sophistication of voice assistant (VA) technology, most major VAs subscribe to a one-voice-fits-all model of interaction. This study examines if offering users a VA similar to them, or letting users customize the VA's voice personality, would affect their perceptions and experience. We test this in a unique scenario where a VA delivers misinformation about COVID-19. Data from a pre-registered experiment (N = 401) suggest that extroverted users appreciate being matched with an extroverted VA, whereas introverted users do not have a specific preference. In addition, perceived homophily in voice increases user attraction toward the VA, and enhances credibility perceptions for those who customize their VA. Those not given the option to customize prefer VAs with an extroverted voice. Data also suggest that automated similarity matching of VA personality can evoke user resistance toward the persuasive information provided—in our case, changing as many as 38% of unvaccinated individuals’ mind toward vaccination after exposure to misinformation.

© This manuscript version is made available under the CC-BY-NC-ND 4.0 license https://creativecommons.org/licenses/by-nc-nd/4.0/

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Work Title Busting the one-voice-fits-all myth: Effects of similarity and customization of voice-assistant personality
Access
Open Access
Creators
  1. Eugene C. Snyder
  2. Sanjana Mendu
  3. S. Shyam Sundar
  4. Saeed Abdullah
Keyword
  1. Customization
  2. COVID-19
  3. Extroversion
  4. Introversion
  5. Personality
  6. Personalization
  7. Similarity attraction
  8. Smart speaker(s)
  9. Voice assistant(s)
License CC BY-NC-ND 4.0 (Attribution-NonCommercial-NoDerivatives)
Work Type Article
Publisher
  1. International Journal of Human Computer Studies
Publication Date December 2023
Publisher Identifier (DOI)
  1. https://doi.org/10.1016/j.ijhcs.2023.103126
Deposited October 14, 2024

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Version 1
published

  • Created
  • Added IJHCS_Manuscript_063023_ver3_Final.docx
  • Added Creator Eugene C. Snyder
  • Added Creator Sanjana Mendu
  • Added Creator S. Shyam Sundar
  • Added Creator Saeed Abdullah
  • Published
  • Updated
  • Updated Keyword, Publication Date Show Changes
    Keyword
    • Customization , COVID-19, Extroversion, Introversion, Personality , Personalization, Similarity attraction , Smart speaker(s), Voice assistant(s)
    Publication Date
    • 2023-12-01
    • 2023-12