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

    HCI 2018

    Proceedings of the 32nd International BCS Human Computer Interaction Conference (HCI 2018)

    Belfast, UK, 4 - 6 July 2018


    Dr Marta Perez Garcia, Sarita Saffon Lopez & Hector Donis



    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.


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