Gender Stereotypes in Voice Commerce: A Cross-Cultural Study on Gendered and Gender-Neutral Voices
(A2026-134160)

AUTHORS

Lina Eppe, Goethe University Frankfurt; JU-YOUNG KIM, GOETHE UNIVERSITY FRANKFURT; Lea Sollfrank, Goethe University Frankfurt

ABSTRACT

Voice-based interfaces are becoming increasingly relevant in digital commerce, yet it remains unclear how their voices activate gender stereotypes and how cultural differences and gender-neutral voices shape these processes. Building on the CASA (Computers Are Social Actors) paradigm, this project examines how female, male and gender-neutral voice assistant (VA) voices influence perceived social attractiveness, competence and conformity across cultural and product-specific contexts. Two experiments test (1) cultural differences in evaluations of voice types, (2) match-up effects between voice gender, user gender, and gender-connoted products in different product categories. We expect that gender-neutral voices elicit fewer stereotype-based reactions, while voice–product congruence enhances perceived competence and recommendation acceptance. The findings aim to inform inclusive and culturally sensitive voice interface design.