Abstract. It has been shown that users of a digital system perceive a more 'masculine-sounding' female voice as more persuasive and intelligent than a corresponding but more 'feminine-sounding' female voice. Our study explores whether a parallel pattern of affectively colored evaluations can be elicited when femininity and masculinity are manipulated via visual cues instead of via voice. 80 participants encountered synthetic characters, visually manipulated in terms of femininity and masculinity but with voice, spoken content, linguistic style and role of characters held constant. Evaluations of the two female characters differed in accordance with stereotype predictions -with the exception of competence-related traits; for the two male characters evaluations differed very little. The pattern for male versus female characters was slightly in opposite to stereotype predictions. Possible explanations for these results are proposed. In conclusion we discuss the value of being aware of how different traits in synthetic characters may interact.
BackgroundAs Reeves, Nass and collaborators [16] have shown, many of the affective responses that human beings evoke in one another are likewise evoked by different kinds of media, as soon as the media involves a social cue such as natural language interaction, voice, something face-like, etc. In response to these social cues, humans tend to experience, for instance, various degrees of trust, irritation and empathy, feeling flattered, humiliated, distanced, and so on. Furthermore, [16] documents how certain response patterns, known from social psychology, are paralleled in responses towards media. As an example, extroverted people tend to respond more positively towards others that speak relatively loud and with varied pitch than those who speak quietly and with little variation in pitch, and the opposite is the case for introverted people. This pattern can be reproduced towards a computer application with a voice interface [16].An explicitly anthropomorphic form of digital media is that of synthetic characters. These characters populate the digital society in increasing number, and there is no doubt that they do evoke affective responses. But to what extent does the embodiment in the sense of a visualized humanlike character influence the affective responses that appear already towards the same system without this visualized character? And can