From Apple’s Siri, to Amazon’s Alexa, to Microsoft’s Cortana, these artificial intelligence robots are all female in appearance.
Because they are robots and tools, they have attracted some opposition in recent years, questioning that this is the result of discrimination against women and is rooted in the idea of using women as objects.
A study published on March 22 in the journal Psychology & Marketing (Psychology & Marketing) Business Research shows that women are chosen to be the face of the machines because they are more human.
One of the researchers, Sylvie Borau, a marketing professor at the Toulouse Business School (TBS Business School) in France, said their study concluded that the question is considered from the perspective of which characteristics make people feel more human.
They used several methods to quantify “humanity. Each questionnaire was scored to assess the degree of humanity.
For example, the male and female images were first investigated to see what intuitively felt most “human” when compared to a pure machine. They created a series of gradually changing images, from the initial image of a computer machine, to a computer with wheels, to an image with a human upper body and wheeled lower limbs, to a human image. Two versions, male and female, were created for each stage. An online survey was used to allow participants to provide input.
In addition to intuitive feelings, the researchers also investigated more subtle, subtle feelings about “humanity. For example, participants were asked how they felt emotionally about male and female robot images. Emotions such as “friendliness,” “humor,” and “compassion” were generally considered to be the essential differences between humans and machines; “self-discipline “, “politeness” is often considered the most fundamental difference between humans and animals. The researchers designed a set of questionnaires to investigate whether female image robots are more likely than male image robots to associate machines with real people.
The results showed that in both the intuitive and subtle groups of the survey, people thought that the female figure reaped higher scores of “humanity”. Moreover, in the subtle feelings test about human nature, the male image was more likely to be associated with negative human characteristics.
These results suggest that female robots not only have more positive human traits than male robots, but also feel more “human” and therefore women are indeed more suitable for service delivery situations.
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