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

Abstract

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.

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

DOI: 10.14236/ewic/HCI2018.40

Copyright statement: © Garcia et al. Published by BCS Learning and Development Ltd. Proceedings of British HCI 2018. Belfast, UK.

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

Product

Product Information: 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/

Categories

Series title: Electronic Workshops in Computing