Effects of Visual Representation on Social Influence in Computer‐Mediated Communication

Two experiments investigated if and how visual representation of interactants affects depersonalization and conformity to group norms in anonymous computer‐mediated communication (CMC). In Experiment 1, a 2 (intergroup versus interpersonal) × 2 (same character versus different character) between‐subjects design experiment (N= 60), each participant made a decision about social dilemmas after seeing two other (ostensible) participants’ unanimous opinions and then exchanged supporting arguments. Consistent with the Social Identity model of Deindividuation Effects (SIDE), when the group level of self‐identity was rendered salient in an intergroup encounter, uniform virtual appearance of CMC partners triggered depersonalization and subsequent conformity behavior. By contrast, when the personal dimension of the self was salient, standardized representation tended to reduce conformity. To elucidate the mediation process, Experiment 2 investigated the causal links between depersonalization, group identification, and conformity. The results show that depersonalization accentuated adherence to group norms, both directly and indirectly via group identification.     

Evidence for disproportionate dual-task costs in older adults for episodic but not semantic memory

Previous research demonstrates that older adults are poor at dual tasking, but there is less agreement on whether their decrement is worse than that predicted from single-task performance. This study investigated whether task domain moderates dual-task costs in old age. In two experiments, young and older adults retrieved either previously learned associates (episodic retrieval) or overlearned category members (semantic retrieval) under single or working-memory load conditions, using cued recall (Experiment 1) and recognition (Experiment 2) procedures. In both experiments the proportional costs of dual tasking were age invariant for semantic retrieval but were particularly marked for episodic retrieval, although the size of the age effect was reduced in recognition compared to cued recall. The data suggest that age effects in dual tasking may be domain specific.     

The Multiple Source Effect and Synthesized Speech

Two experiments examine the effect of multiple synthetic voices in an e‐commerce context. In Study 1, participants (N= 40) heard five positive reviews about a book from five different synthetic voices or from a single synthetic voice. Consistent with the multiple source effect, results showed that participants hearing multiple synthetic voices evaluated the reviewed books more positively, predicted more favorable public reaction to the books, and felt greater social presence of virtual speakers. The effects were mediated by participants’ feelings of social presence. The second experiment (N= 40) showed that the observed effects persisted even when participants were shown the purely artificial nature of synthesized speech. These results support the idea that characteristics of synthetic voices in doubly disembodied language settings influence participants’ imagination of virtual speakers, and that technological literacy does not hinder social responses to anthropomorphic technologies such as text‐to‐speech (TTS).     

Selective attention and stimulus-reinforcer interactions in the pigeon

The study supplies further evidence that non-associative effects and temporal-spatial similarities between certain combinations of cue and consequence cannot explain all instances of stimulus-reinforcer interactions. Pigeons were trained to press a treadle in the presence of a discriminative compound stimulus either to avoid shock or to obtain a food reinforcer. The compound stimulus was composed of diffuse tone and light cues which had identical temporal patterns of onset, duration and offset. With the avoidance schedule the auditory cue acquired more control than the visual cue; however, when food was the reinforcer, the visual cue exerted more control. This pattern of stimulus control on the appetitive schedule did not change if random shocks were also added, even though these shocks were equal in density to the food presentations and equal in magnitude to those used for the avoidance schedule. Other changes in the appetitive procedure, such as making the tone spatially contiguous with food and removing the light in the food hopper, also failed to alter the relative control by the different cues. Prior training with a food reinforcer did not produce any change in the relative control by the two cues when the birds were retrained on the shock-avoidance schedule. The results suggest that some frequently stated alternatives to selective associability are not adequate explanations of this instance of a stimulus-reinforcer interaction.     

Book reviews

Arnold, M. Memory and the brain. Hillsdale, N. J.: Lawrence Erlbaum Associates. 1984. Pp. 532. ISBN 0-89859-290-9. £47.90.

Green, T. R. G., Payne, S. P. and van der Veer, G. C. (Eds.). The psychology of computer use.. London: Academic Press. 1983. Pp. 225. ISBN 0-12-2974204. $9.50.

Stunkard, A. J. and Stellar, E. (Eds.). Eating and its disorders. New York: Raven Press. 1984. Pp. 302. ISBN 0-89004-891-6. $58.50.

Spillmann, L. and Wooten, B. R. (Eds.) Sensory experience, adaptation, and perception: Festschrift for Zero Kohler. Hillsdale, N. J.: Lawrence Erlbaum Associates. 1984. Pp. xxvii + 748. ISBN 0 8985-3-218-6. £70.85.

Geschwind, N. and Galaburda, A. M. (Eds.)Cerebral dominance: The biological foundations. Cambridge, Mass.: Harvard University Press. 1984. Pp. 232. ISBN 0-674-10658-X. £24.35.

Annett, M. Left, right, hand and brain: The right shift theory. 1985. London and Hillsdale, N. J.: Lawrence Erlbaum Associates. Pp. xiii + 474. ISBN 0-86377418-5 £29.95.

Ericsson, K. A. and Simon, H. A. Protocol analysis: Verbal reports as data. Cambridge, Mass.: The M.I.T. Press. 1984. Pp. 426. ISBN 0-262-05029-3. £28.95.