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.     

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).     

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.     

The Struggle to Prevent and Evaluate: Application of Population Attributable Risk and Preventive Fraction to Suicide Prevention Researach

Population attributable risk (PAR) estimates have been used in suicide research to evaluate the impact of psychosocial and socioeconomic risk factors, including affective disorders, traumatic life events, and unemployment. A parallel concept of preventive fraction (PF), allowing for estimation of the impact of protective factors and effectiveness of preventive interventions, is practically unknown in suicidology. The study authors discuss the application of both concepts to suicide research and prevention, and review literature on the subject. Despite several methodological and conceptual limitations, both PAR and PF are valuable instruments to inform development and evaluation of suicide prevention programs.     

Resolving Compensation Disputes with Three-party Job Evaluation

Des conflits naissent dans les organisations a propos du montant de la retribution versee aux titulaires de certains postes. Aux Etats-Unis par exem-ple, le probleme de la contribution-retribution a provoque recemment plusieurs conflits autour des postes traditionnellement reserves aux femmes. Mediation et arbitrage sont les procedures habituellement retenues, mais une evaluation du travail regroupant trois partenaires est une solution originate dont les retombees favorables sur l'organisation depassent la resolution d'un conflit particulier.
Un groupe tripartite a exploite pour 1'evaluation du travail des dimensions pourvues d'echelles precises. Des equipes de deux personnes representant les parties adverses ont evalue des postes "convenablement retribues" a partir des dimensions sus-mentionnees. Les donnees ont été statistiquement synthetisees. Des equipes de deux personnes ont ensuite evalue tous les postes defendus par le syndicat implique dans le conflit. Cet eventail de postes incluait ceux qui etaient en litige.
Une tierce partie neutre devait conseiller les adversaires dans l'application d'une methode d'evaluation du travail qui resolvait le conflit, depistait les postes susceptibles de poser probleme a l'avenir et fournissait un moyen pour retribuer equitablement les nouveaux postes.