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.     

Engagement mentoring for socially excluded youth: problematising an 'holistic' approach to creating employability through the transformation of habitus

This paper traces the emergence of engagement mentoring, which seeks to re-engage socially excluded youth with the formal labour market by altering their attitudes, values, and beliefs. Engagement mentoring has been promoted in European and British policy as an holistic response to social exclusion, for example, in the new Connexions service. However, the original meaning of 'holism' has become contested, and policies and practices which claim to be holistic require clearer analysis. Drawing on Bourdieuian theory, and evidence from recent research, this paper interrogates the holistic claims of engagement mentoring from the perspective of its intended effects on mentees. It argues that the model treats personal disposition--habitus--as a raw material to be wrought into 'employable' dispositions, with little or no acknowledgement of institutional or structural fields of power. However, habitus is highly complex, with deep-rooted and collective aspects not easily transformed. A greater understanding of habitus might result in more genuinely holistic approaches to mentoring, and counter a perceptible policy drift towards totalitarian rather than holistic practice.     

A comparison of the effects of partial reinforcement schedules using a within-subject serial autoshaping procedure

Three experiments, each using a single group of pigeons, are reported. In Experiment 1 subjects were initially trained with two stimuli, one of which was always followed by food, the other being reinforced according to a 50% partial reinforcement schedule. Subsequently a serial procedure was adopted in which an additional stimulus, C, was consistently followed by the partially reinforced CS. A second additional stimulus, A, was followed on half of its occurrences by the continuously reinforced CS, its remaining presentations being followed by nothing. The rate of autoshaped keypecking was substantially greater during A than during C. In the remaining experiments subjects received first-order conditioning with a single stimulus that was either partially (Experiment 2) or continuously (Experiment 3) reinforced. The stimuli A and C were then again introduced for serial autoshaping. Stimulus A was occasionally paired with the CS and occasionally followed by nothing, whereas stimulus C was always followed by the CS. As in Experiment 1, the rate of responding during A was greater than during C. It is proposed that one influence on the rate of autoshaped keypecking during a CS is the accuracy with which the immediate consequences of that CS are predicted.     

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).     

Does spreading activation summate?

Summary Network models of semantic memory assume implicitly or explicitly that the degree of activation of a node is a monotonic function of the total amount of excitation reaching that node from all sources. For example, the activation level of the node representing apple should be greater if it is receiving excitation due to the activation of the nodes for fruit and pear than if only one of these neighboring nodes is activated. This notion was tested by presenting semantic primes 80 ms or 320 ms before a letter string (e.g., apple or ipple) requiring a lexical decision. The prime stimuli consisted of a pair of simultaneous items that were identical in the single prime condition (e.g., fruit/fruit or pear/pear) or different in the double prime condition (e.g., fruit/pear or pear/fruit), and were either related (target = apple) or unrelated (target = copper) to the target, or neutral. As predicted by the summation of semantic activation assumption of network models there was a larger priming effect (in the 320 ms SOA condition) following the simultaneous activation of two related nodes than following the activation of only one node.This research was supported by grants to the first author from the Natural Sciences and Engineering Research Council of Canada.