Persona and Persuasive Framing in AI Voice Agents: A $2\times2$ Field Experiment with Children
Thilo Tamme, David Steck, Anton Hantel
Stop obsessing over agent persona for compliance. How the agent speaks matters far more than who it claims to be. Use persona to keep users engaged, then deploy framing to shape behavior. Best for contexts where the platform already carries legitimacy.
Voice agents for children multiply, but lab studies can't tell us whether authority personas (Santa vs. Helper) or persuasive framing actually shift behavior in the wild.
Method: A field experiment embedded in a German Santa hotline randomized 89 children (median age 6) across four LLM voice agents. Persuasive framing raised prosocial wish probability from 11.6% to 45.7%. Persona authority showed near-zero effect on compliance—Santa didn't outperform the Helper. But persona shaped engagement: children hung up on the Helper 65% of the time within the first minute versus 39% for Santa.
Caveats: Field setting limits control. Sample skews young (median age 6). Generalizability to other persuasion targets unclear.
Reflections: Does the framing effect persist across repeated interactions, or do children habituate? · Would explicit disclosure of persuasive intent reduce compliance, and should it? · Do these dynamics hold for adult users in high-stakes domains like health coaching?