How Big is That Voice? Vocal Features of Conversational AI Affects Physicality Perceptions and Product Congruency
(A2021-94684)

AUTHORS

FOTIOS EFTHYMIOU, University of St Gallen; William Hampton, Institute of Marketing, University of St. Gallen ; Christian Hildebrand, University of St. Gallen

ABSTRACT

This work examines and provides evidence that modifying a conversational agent’s vocal tract length causes systematic changes in physicality and masculinity perceptions. Our results demonstrate that humans attribute greater physicality and masculinity to a digital voice assistant with a longer vocal tract length, perceiving the digital voice assistant taller and heavier compared to shorter vocal tract length. We further show that a more (less) resonant voice promotes greater congruency perceptions with masculine (feminine) food products.