Personification of the Amazon Alexa: BFF or a Mindless Companion

The conversational nature of intelligent personal assistants (IPAs) has the potential to trigger personification tendencies in users, which in turn can translate into consumer loyalty and satisfaction. We conducted a study of Amazon Alexa usage and explored the manifestations and possible correlates of users' personification of Alexa. The data were collected via diary instrument from nineteen Alexa users over four days. Less than half of the participants reported personification behaviors. Most of the personification reports can be characterized as mindless politeness (saying 'thank you' and 'please' to Alexa). Two participants expressed deeper personification by confessing their love and reprimanding Alexa. A new study is underway to understand whether expressions of personifications are caused by users' emotional attachments or skepticism about technology's intelligence.