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.

关于各种技术在具体化性别刻板印象和规范中所起的作用的争论比比皆是。我们证明，虽然为技术分配男性或女性性别（即性别技术）会增加性别刻板印象，但它也增加了对拟人化技术的依恋。在五项研究中，使用档案（亚马逊评论）、相关和实验方法（N = 10,781），我们表明人们对性别技术更加依恋。我们进一步表明，这些好处源于将更大的人性归因于具有刻板男性和女性特征的技术的趋势。这些结果说明了一个悖​​论：性别技术强化了有问题的刻板印象，但它也促进了拟人化，对各种技术的营销产生了有益的影响。