In-Car Information Systems: Matching and Mismatching Personality of Driver with Personality of Car Voice

Personality has a huge effect on how we communicate and interact with others. This study investigates how dominant/submissive personality match and mismatch between driver and voice of the in-vehicle system affects performance and attitude. The study was conducted with a total of 40 participants at Oxford Brookes University in the UK. Data show that drivers accurately discern the personality of the car voice, and that car voice personality affects drivers’ performance. The dominant car voice results in drivers following instructions better regardless of driver personality. The matched conditions showed 2 -3 times better driving performance than the mismatched conditions. Drivers with the submissive voice in the car felt significantly less atease and content after driving than drivers with the dominant voice. Design implications of in-vehicle systems are discussed.