Abstract
Self-presentation is a sociological line of research relating concrete human behaviors, perceived personality traits, and social interaction goals. According to self-presentation, people engineer their own attributes such as behavior, clothing, and speech to try to affect how they are perceived and to accomplish social goals. Recent studies demonstrate that principles from self-presentation apply not only to how humans interact with other humans but also to how humans interact with machines. Therefore, the rich body of self-presentation research can inform virtual assistant personality and behavior. That is, if a virtual assistant is trying to accomplish x, it can express personality trait y by doing z. In this chapter, I introduce self-presentation and discuss how it provides a data-driven approach to designing and assuring virtual assistant personality.
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