we anthropomorphize a lot of things, from pets to machines – it turns out that we think computer-generated voices have a personality. and the more the computer sounds like us, the more we like it: stanford researchers conducted an experiment in which introverts and extroverts listened to synthetically generated book reviews and were more likely to buy the book and to find the reviewer likeable if they spoke in a similar way to them (loud and fast for extroverts, slow and quiet for introverts). narcissism is at the heart of anthropomorphizing, and it paves the way for individually targeted interfaces that make us like what we hear because it sounds just like us.