PSY427H1 Chapter Notes - Chapter 7: Social Presence Theory, Anthropomorphism, Behavioral Targeting
Document Summary
Psychological effects of interactive media technologies - sundar and oh. Computer systems not only govern how we work, but also affect how we consume media content. As individuals increasingly consume news and entertainment through online systems, the functional distinction between traditional mass media and newer media platforms has blurred. Users not only project human attributes onto computer systems, but also respond to them in reciprocal ways. Individuals are more polite when evaluating a computer with which they collaborate, and apply reciprocity norms by disclosing more to computers that self-disclose. Even a simple social remark on a shopping website (e. g. , you are stylish ) (hassanein & head, 2007) and the mere presence of a human voice (wang, Baker, wagner, & wakefield, 2007) can successfully induce more posi- tive consumer attitudes due to enhanced social presence. Researchers have shown that perceived anthropomorphism, the tendency to project human motivations and emotions onto nonhuman agents (epley et al. ,
