Hey Siri, I love you: People feel more attached to gendered technology

Debate abounds regarding the role that various technologies play in the reification of gender stereotypes and norms. We demonstrate that although assigning technology a male or female gender (i.e., gendering technology) increases gender stereotyping, it also increases attachment to anthropomorphized technologies. Across five studies, using archival (Amazon Reviews), correlational, and experimental methods (N = 10,781), we show people feel more attached to gendered technology. We further show these benefits are rooted in the tendency to ascribe greater humanness to technology that has stereotypically male and female traits. These results illustrate a paradox: gendering technology reinforces problematic stereotypes, but it also facilitates anthropomorphism, with beneficial consequences for the marketing of various technologies.