Flattery may get computers somewhere, sometimes: The moderating role of output modality, computer gender, and user gender

Abstract

This experiment extended the Computers Are Social Actors ( CASA) paradigm by examining how output modality (text plus cartoon character vs. synthetic speech), computer gender (male vs. female), and user gender (male vs. female) moderate the ways in which people respond to computers that flatter. Specifically, participants played a trivia game with a computer, which they knew might provide incorrect answers. Participants in the generic-comment condition received strictly factual feedback, whereas those in the flattery condition were given additional remarks praising their performance. Consistent with Fogg and Nass [1997. Silicon sycophants: the effects of computers that flatter. International Journal of Human–Computer Studies 46, 551–561] study, flattery led to more positive overall impressions and performance evaluations of the computer, but such effects were found only in the text plus character condition and among women. In addition, flattery increased participants’ suspicion about the validity of the computer's feedback and lowered conformity to the computer's suggestions. Participants conformed more to the male than female computers when computer gender was manifested in gendered cartoon characters in the text condition, with no corresponding effects in the speech condition. Results suggest that synthetic speech output might suppress social responses to computers, such as flattery effects and gender stereotyping.