Voice Activated Virtual Assistants Personality Perceptions and Desires: Comparing Personality Evaluation Frameworks

Currently, Voice Activated Virtual Assistants and Artificial Intelligence technologies are not just about performance or the functionalities they can carry out, it is also about the associated personality. This empirical multi-country study explores the personality perceptions of current VAVA users regarding these technologies. Since this is a rather unexplored territory for research, this study has identified two well-established personality evaluation methodologies, Aaker’s traits approach and Jung’s archetypes, to investigate current perceived personality and future desired personality of the four main Voice Activated Virtual Assistants: Siri, Google Assistant, Cortana and Alexa. Following are a summary of results by each methodology, and an analysis of the commonalities found between the two methodologies.

Content

Author and article information

Contributors

Dr Marta Perez Garcia

Sarita Saffon Lopez

Hector Donis

Conference

Publication date: July 2018

Publication date (Print): July 2018

Pages: 1-10

Affiliations

[1 ] Telefonica R&D

Madrid, Spain

[2 ] Telefonica Digital

Madrid, Spain

Article

DOI: 10.14236/ewic/HCI2018.40

SO-VID: a5a2eb71-eec4-4ff0-9601-b14a07e76315

License:

This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

Conference name: Proceedings of the 32nd International BCS Human Computer Interaction Conference

Conference acronym: HCI

Conference number: 32

Conference location: Belfast, UK

Conference date: 4 - 6 July 2018

Conference sponsor: Electronic Workshops in Computing (eWiC)

Conference theme: Human Computer Interaction Conference

History

Product

1477-9358 BCS Learning & Development

Self URI (article page): https://www.scienceopen.com/hosted-document?doi=10.14236/ewic/HCI2018.40

Self URI (journal page): https://ewic.bcs.org/

REFERENCES

J. Aaker 1997 Dimensions of Brand Personality Journal of Marketing Research 34 3 347 356
J. AakerV. Benet-MartinezJ. Gorolera 2001 Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs Journal of Personality and Social Psychology 81 3 492 508
G. BallJ. Breeze 2000 Emotion and personality in a conversational agent.J. CassellJ. SullivanS. PrevostE. Churchill(eds.)Embodied Conversational Agents MIT Press Cambridge, Massachusetts
M. BarriosC. Massa 1999 Dimensiones de la personalidad de marca en Venezuela (Master Thesis) institutionInstituto de Estudios Superiores de Administración Caracas, Venezuela
C. BechterG. FarinelliR. D. DanielM. Frey 2016 Advertising between archetype and brand personality Administrative Sciences 6 2 5
S. Bolhuis 2011 Archetypen: onderzoek naar de visualisatie (Master’s Thesis) institutionUniversity of Twente, Enschede, Netherlands
M.H. CohenJ.P. GiangolaJ. Balogh 2004 Voice User Interface Design Addison-Wesley Professional Boston, Massachusetts
J.F. Durgee 1988 Interpreting Consumer Mythology: a Literary Criticism Approach to Odyssey Informant Stories M.J. Houston(Ed.)Advances in Consumer Research Association for Consumer Research Provo, Utah
L. Eadiccio 2017 Google Wants to Give Your Computer a Personality http://time.com/4979262/google-wants-to-give-computer-personality/(201/02/20)
Y. EkinciS. Hosany 2006 Destination Personality: An Application of Brand Personality to Tourism Destinations Journal of Travel Research 45 127 139
Y. EkinciM. Riley 2003 An investigation of self-concept: actual and ideal self-congruence compared in the context of service evaluation Journal of Retailing and Consumer Services 10 201 214
M. FaberJ. Mayer 2009 Resonance to archetypes in media: There’s some accounting for taste Journal of Research in Personality 43 3 307 322
I. FirstB. Grbac 2007 Brand Preference: Effects of Country of Origin and Brand’s Personality Traits Thought Leaders International Conference on Brand Management Birmingham, UK April 24-25 2007
D.C. Funder 2001 The Personality Puzzle Norton, New York, New York
D. Hoolwerff 2014 Does your mascot match your brand’s personality? An empirical study on how visual characteristics of a brand mascot can function as a tool for transmitting an archetypical brand personality,(Master’s Thesis) institutionUniversity of Twente Enschede, Netherlands
M. Jansen 2006 Brand Prototyping: Developing meaningful brands Kluwer
K. Johnson 2017 People, not tech companies, should pick their AI assistant’s personality http://venturebeat.com/2017/10/02/tech-giants-should-let-people-pick-their-ai-assistants-personality/(2018/02/28)
C.G. Jung 1954 Psychological Aspects of The Mother Archetype H. ReadM. FordhamG. Adler(Eds.)The Collected Works of C. G. Jung Routledge, London, UK
D. Klarquist 2010 Added Value CharacterLab™ Archetypes Go Live at ARF Press Release http://www.wpp.com/wpp/press/2010/mar/02/added-value-characterlab-archetypes-go-live-at/(2018/02/26)
M. KoebelR. Ladwein 1999 L’échelle de personnalité de la marque de Jennifer Aaker: Adaptation au contexte français Decisions Marketing 18 81 88
J. LiM. GalleyC. BrockettG.P. SpithourakisJ. GaoB. Dolan 2016 A Persona-Based Neural Conversation Model arXiv preprint arXiv:1603.06155 http://arxiv.org/pdf/1603.06155.pdf (2018/03/08)
F. MairesseM. Walker 2007 PERSONAGE: Personality generation for dialogue 45th Annual Meeting of the Association of Computational Linguistics Prague, Czech Republic June 23-30 2007 496 503
M. MarkC. Pearson 2001 The Hero and the Outlaw: Building Extraordinary Brands Through The Power Of Archetypes McGraw-Hill
J.D. Mayer 2007 Asserting the definition of personality The online newsletter for personality science 1 1 4
E. McKay 2017 Delightful user experience: How to design UIs that are polite and forgiving, and have a great personality Conference Interaction South America Floripa, Brazil,November 9-11 2017
D. Moffat 1997 Personality parameters and programs. R. TrapplP. Petta(eds.)Creating personalities for synthetic actors Springer Berlin, Germany
M. Mori 1970 The Uncanny Valley Energy 7 4 33 35
A. MunteanuI. CosteaR. PalosA. Jinaru 2010 Entering in the essences of personality–studies over archetypes Procedia-Social and Behavioral Sciences 5 2272 2276
M. NeffY. WangR. AbbottM. Walker 2010 Evaluating the effect of gesture and language on personality perception in conversational agents International Conference on Intelligent Virtual Agents Philadelphia, Pennsylvania September 20-22 2010 222 235 Springer Berlin, Germany
S. OvarrietaR. FriedmanE. Manzur 2010 Brand personality in Chile: a combined emic-epic approach Estudios de Administración 17 1 25 50
M. PerezS. Saffon 2018 Building trust between Users and Data Driven Virtual Assistants 14th International Conference on Artificial Intelligence Applications and Innovations Rhodes, Greece May 25-27 2018
M. PerezS. SaffonH. Donis 2018 Everybody is talking about Voice Activated Virtual Assistants, but how are people really adopting and using them? Lessons from a multi-country study Under review for the 32nd Human Computer Interaction Conference Belfast, Northern Ireland 2-6 July 2018
C. S. PearsonH. K. Marr 2002 Pearson-Marr Archetype Indicator Center for Applications of Psychological Type Gainesville, Florida
J. L. PirelaH. VillavicencioJ. L. Saavedra 2004 Dimensiones de personalidad de marca: estudio exploratorio de los rasgos de personalidad en Venezuela Revista de Ciencias Sociales 10 3 430 440
J.T. Plummer 1985 How Personality Makes a Difference Journal of Advertising Research 24 27 31
W. Reilly 1996 Believable Social and Emotional Agents (PhD Thesis) institutionSchool of Computer Science, Carnegie Mellon University Pittsburgh, Pennsylvania
C. Roberts 2010 Exploring brand personality through archetypes Doctoral dissertation institutionEast Tennessee State University Johnson City, Tennessee
W. SchlesingerA. Cervera 2009 Naturaleza y dimensionalidad de la personalidad de marca en el ámbito de los servicios Técnica administrativa 8 39
T.X. Short 2017 Designing Stronger AI Personalities 13th Artificial Intelligence and Interactive Digital Entertainment Conference Little Cottonwood Canyon, Utah October 5-9 2017
Stanford University 2018 Personality and Voice in AI Creating AI Conversations Panel Series Stanford, California January 24 2018
Y. SungS. Tinkham 2005 Brand Personality Structures in the United Status and Korea: Common and Culture-Specific Factors Journal of Consumer Psychology 15 4 334 350
M. SuppehellenK. Gornhaug 2003 Building foreign brand personalities in Russia: the moderating effect of consumer ethnocentrism International Journal of Advertising 22 2 203 226
I.B. WeignerR.L. Green 2017 Handbook of Personality Assessment Wiley & Sons Hoboken, New Jersey
A.G. WoodsideS. SoodK.E. Miller 2008 When consumers and brands talk: Storytelling theory and research in psychology and marketing Psychology and Marketing 25 2 97 145

Comments

Comment on this article

[1] J. Aaker 1997 Dimensions of Brand Personality Journal of Marketing Research 34 3 347 356

[2] J. AakerV. Benet-MartinezJ. Gorolera 2001 Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs Journal of Personality and Social Psychology 81 3 492 508

[3] G. BallJ. Breeze 2000 Emotion and personality in a conversational agent.J. CassellJ. SullivanS. PrevostE. Churchill(eds.)Embodied Conversational Agents MIT Press Cambridge, Massachusetts

[4] M. BarriosC. Massa 1999 Dimensiones de la personalidad de marca en Venezuela (Master Thesis) institutionInstituto de Estudios Superiores de Administración Caracas, Venezuela

[5] C. BechterG. FarinelliR. D. DanielM. Frey 2016 Advertising between archetype and brand personality Administrative Sciences 6 2 5

[6] S. Bolhuis 2011 Archetypen: onderzoek naar de visualisatie (Master’s Thesis) institutionUniversity of Twente, Enschede, Netherlands

[7] M.H. CohenJ.P. GiangolaJ. Balogh 2004 Voice User Interface Design Addison-Wesley Professional Boston, Massachusetts

[8] J.F. Durgee 1988 Interpreting Consumer Mythology: a Literary Criticism Approach to Odyssey Informant Stories M.J. Houston(Ed.)Advances in Consumer Research Association for Consumer Research Provo, Utah

[9] L. Eadiccio 2017 Google Wants to Give Your Computer a Personality http://time.com/4979262/google-wants-to-give-computer-personality/(201/02/20)

[10] Y. EkinciS. Hosany 2006 Destination Personality: An Application of Brand Personality to Tourism Destinations Journal of Travel Research 45 127 139

[11] Y. EkinciM. Riley 2003 An investigation of self-concept: actual and ideal self-congruence compared in the context of service evaluation Journal of Retailing and Consumer Services 10 201 214

[12] M. FaberJ. Mayer 2009 Resonance to archetypes in media: There’s some accounting for taste Journal of Research in Personality 43 3 307 322

[13] I. FirstB. Grbac 2007 Brand Preference: Effects of Country of Origin and Brand’s Personality Traits Thought Leaders International Conference on Brand Management Birmingham, UK April 24-25 2007

[14] D.C. Funder 2001 The Personality Puzzle Norton, New York, New York

[15] D. Hoolwerff 2014 Does your mascot match your brand’s personality? An empirical study on how visual characteristics of a brand mascot can function as a tool for transmitting an archetypical brand personality,(Master’s Thesis) institutionUniversity of Twente Enschede, Netherlands

[16] M. Jansen 2006 Brand Prototyping: Developing meaningful brands Kluwer

[17] K. Johnson 2017 People, not tech companies, should pick their AI assistant’s personality http://venturebeat.com/2017/10/02/tech-giants-should-let-people-pick-their-ai-assistants-personality/(2018/02/28)

[18] C.G. Jung 1954 Psychological Aspects of The Mother Archetype H. ReadM. FordhamG. Adler(Eds.)The Collected Works of C. G. Jung Routledge, London, UK

[19] D. Klarquist 2010 Added Value CharacterLab™ Archetypes Go Live at ARF Press Release http://www.wpp.com/wpp/press/2010/mar/02/added-value-characterlab-archetypes-go-live-at/(2018/02/26)

[20] M. KoebelR. Ladwein 1999 L’échelle de personnalité de la marque de Jennifer Aaker: Adaptation au contexte français Decisions Marketing 18 81 88

[21] J. LiM. GalleyC. BrockettG.P. SpithourakisJ. GaoB. Dolan 2016 A Persona-Based Neural Conversation Model arXiv preprint arXiv:1603.06155 http://arxiv.org/pdf/1603.06155.pdf (2018/03/08)

[22] F. MairesseM. Walker 2007 PERSONAGE: Personality generation for dialogue 45th Annual Meeting of the Association of Computational Linguistics Prague, Czech Republic June 23-30 2007 496 503

[23] M. MarkC. Pearson 2001 The Hero and the Outlaw: Building Extraordinary Brands Through The Power Of Archetypes McGraw-Hill

[24] J.D. Mayer 2007 Asserting the definition of personality The online newsletter for personality science 1 1 4

[25] E. McKay 2017 Delightful user experience: How to design UIs that are polite and forgiving, and have a great personality Conference Interaction South America Floripa, Brazil,November 9-11 2017

[26] D. Moffat 1997 Personality parameters and programs. R. TrapplP. Petta(eds.)Creating personalities for synthetic actors Springer Berlin, Germany

[27] M. Mori 1970 The Uncanny Valley Energy 7 4 33 35

[28] A. MunteanuI. CosteaR. PalosA. Jinaru 2010 Entering in the essences of personality–studies over archetypes Procedia-Social and Behavioral Sciences 5 2272 2276

[29] M. NeffY. WangR. AbbottM. Walker 2010 Evaluating the effect of gesture and language on personality perception in conversational agents International Conference on Intelligent Virtual Agents Philadelphia, Pennsylvania September 20-22 2010 222 235 Springer Berlin, Germany

[30] S. OvarrietaR. FriedmanE. Manzur 2010 Brand personality in Chile: a combined emic-epic approach Estudios de Administración 17 1 25 50

[31] M. PerezS. Saffon 2018 Building trust between Users and Data Driven Virtual Assistants 14th International Conference on Artificial Intelligence Applications and Innovations Rhodes, Greece May 25-27 2018

[32] M. PerezS. SaffonH. Donis 2018 Everybody is talking about Voice Activated Virtual Assistants, but how are people really adopting and using them? Lessons from a multi-country study Under review for the 32nd Human Computer Interaction Conference Belfast, Northern Ireland 2-6 July 2018

[33] C. S. PearsonH. K. Marr 2002 Pearson-Marr Archetype Indicator Center for Applications of Psychological Type Gainesville, Florida

[34] J. L. PirelaH. VillavicencioJ. L. Saavedra 2004 Dimensiones de personalidad de marca: estudio exploratorio de los rasgos de personalidad en Venezuela Revista de Ciencias Sociales 10 3 430 440

[35] J.T. Plummer 1985 How Personality Makes a Difference Journal of Advertising Research 24 27 31

[36] W. Reilly 1996 Believable Social and Emotional Agents (PhD Thesis) institutionSchool of Computer Science, Carnegie Mellon University Pittsburgh, Pennsylvania

[37] C. Roberts 2010 Exploring brand personality through archetypes Doctoral dissertation institutionEast Tennessee State University Johnson City, Tennessee

[38] W. SchlesingerA. Cervera 2009 Naturaleza y dimensionalidad de la personalidad de marca en el ámbito de los servicios Técnica administrativa 8 39

[39] T.X. Short 2017 Designing Stronger AI Personalities 13th Artificial Intelligence and Interactive Digital Entertainment Conference Little Cottonwood Canyon, Utah October 5-9 2017

[40] Stanford University 2018 Personality and Voice in AI Creating AI Conversations Panel Series Stanford, California January 24 2018

[41] Y. SungS. Tinkham 2005 Brand Personality Structures in the United Status and Korea: Common and Culture-Specific Factors Journal of Consumer Psychology 15 4 334 350

[42] M. SuppehellenK. Gornhaug 2003 Building foreign brand personalities in Russia: the moderating effect of consumer ethnocentrism International Journal of Advertising 22 2 203 226

[43] I.B. WeignerR.L. Green 2017 Handbook of Personality Assessment Wiley & Sons Hoboken, New Jersey

[44] A.G. WoodsideS. SoodK.E. Miller 2008 When consumers and brands talk: Storytelling theory and research in psychology and marketing Psychology and Marketing 25 2 97 145

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