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Personification of the Amazon Alexa: BFF or a Mindless Companion

Published: 01 March 2018 Publication History

Abstract

The conversational nature of intelligent personal assistants (IPAs) has the potential to trigger personification tendencies in users, which in turn can translate into consumer loyalty and satisfaction. We conducted a study of Amazon Alexa usage and explored the manifestations and possible correlates of users' personification of Alexa. The data were collected via diary instrument from nineteen Alexa users over four days. Less than half of the participants reported personification behaviors. Most of the personification reports can be characterized as mindless politeness (saying 'thank you' and 'please' to Alexa). Two participants expressed deeper personification by confessing their love and reprimanding Alexa. A new study is underway to understand whether expressions of personifications are caused by users' emotional attachments or skepticism about technology's intelligence.

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    cover image ACM Conferences
    CHIIR '18: Proceedings of the 2018 Conference on Human Information Interaction & Retrieval
    March 2018
    402 pages
    ISBN:9781450349253
    DOI:10.1145/3176349
    Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than the author(s) must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected].

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    Published: 01 March 2018

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    Author Tags

    1. amazon alexa
    2. amazon echo
    3. anthropomorphizing
    4. conversational agent
    5. digital personal assistants
    6. intelligent personal assistants
    7. personification
    8. voice-powered personal assistants

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    • (2023)Servant by default? How humans perceive their relationship with conversational AICyberpsychology: Journal of Psychosocial Research on Cyberspace10.5817/CP2023-3-917:3Online publication date: 30-Jun-2023
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    • (2023)The role of politeness in human–machine interactions: a systematic literature review and future perspectivesArtificial Intelligence Review10.1007/s10462-023-10540-156:S1(445-482)Online publication date: 27-Jun-2023
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