Cultural Differences in the Assessment of Synthetic Voices

Abstract

This research involved 88 young adults aged between 20 years and 35 years from two different countries, Spain and Italy. This work aims to explore preferences of the two groups toward synthetic voices, created for the experiment with variations in gender and quality for each language. The Spanish group was asked to evaluate the two high-quality voices of Elena and Pablo and the two low-quality voices of Maria and Juan while the Italian group was asked to assess the high-quality voices of Giulia and Antonio and the low-quality voices of Clara and Edoardo. The shortened and digitized version of the Virtual Agent Voice Acceptance Questionnaire (VAVAQ) was administered, respectively, in the Spanish or Italian version on the basis of the referring group to collect participants’ preferences. Due to the pandemic situation, participants were mainly contacted via email. Each participant was provided with a specific link. Outcomes revealed that Spanish and Italian young adults showed a greater appreciation toward the high-quality female voice compared to the other proposed voices. Regarding participants’ cross-cultural differences, Italian participants seem to judge the voices as more emotionally engaging than the Spanish participants whereas Spanish participants consider the audited voices as more natural and expressive than the Italian participants.