Looking at human-computer interface design: Effects of ethnicity in computer agents

Authors:
Jean A. Pratt;Karina Hauser;Zsolt Ugray;Olga Patterson
Affiliations:
Information Systems, University of Wisconsin-Eau Claire, 411 Schneider Hall, Eau Claire, WI 54702-4004, USA;Business Information Systems, Utah State University, 3515 Old Main Hill, Logan, UT 84322-3515, USA;Business Information Systems, Utah State University, 3515 Old Main Hill, Logan, UT 84322-3515, USA;GE Healthcare, 384 Wright Brothers Drive, Salt Lake City, UT 84116, USA
Venue:
Interacting with Computers
Year:
2007

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Abstract

This paper presents empirical research findings that identify demonstrated attitude changes in computer users associated with their receiving advice from personified computer agents of two different ethnicities: African American and European American. Our findings indicate that computer users are more likely to change their actions (demonstrating underlying attitudes) based on input from a computer agent whose ethnicity is similar to theirs. These findings directly impact computer agent design in many fields.