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).     

The role of illness uncertainty on coping with fibromyalgia symptoms.

This study examined the role of illness uncertainty in pain coping among women with fibromyalgia (FM), a chronic pain condition of unknown origin. Fifty-one FM participants completed initial demographic and illness uncertainty questionnaires and underwent 10-12 weekly interviews regarding pain, coping difficulty, and coping efficacy. Main outcome measures included weekly levels of difficulty coping with FM symptoms and coping efficacy. Multilevel analyses indicated that pain elevations for those high in illness uncertainty predicted increases in coping difficulty. Furthermore, when participants had more difficulty coping, they reported lower levels of coping efficacy. Results were consistent with hypothesized effects. Illness uncertainty accompanied by episodic pain negatively influenced coping efficacy, an important resource in adaptation to FM.     

The Role of Status in Producing Depressed Entitlement in Women's and Men's Pay Allocations

Extensive empirical evidence confirms a depressed entitlement effect wherein women pay themselves less than men for comparable work and believe the allocation fair. The present study tests the hypothesis that status subordination linked to being female underlies at least some of this effect. A 2 × 3 design crossed 180 undergraduates' gender with a control condition, which successfully established the depressed entitlement effect, and two experimental conditions. In one, women's status was enhanced through legitimation of women's task abilities; in the other, both women's and men's status was enhanced by adding educational credentials relevant to task ability. Follow-up analyses of the significant interaction revealed that the gap in self-pay demonstrated in the control condition disappeared when women's status was enhanced such that higher-status women's self-pay equaled that of men and exceeded that of control women. Although these findings confirm that status plays a role in producing depressed entitlement in self-pay, ancillary analyses of participants' perceptions point to the persistence of shifting standards and men's resistance to status threats.     

Reducing STD/HIV Stigmatizing Attitudes Through Community Popular Opinion Leaders in Chinese Markets

Reducing STDs and HIV/AIDS incidence requires campaigns designed to change knowledge, attitudes, and practices of risky sexual behavior. In China, a significant obstacle to such changes is the stigma associated with these diseases. Thus 1 campaign intervention strategy is to train credible community leaders to discuss these issues in everyday social venues. This study tested the effectiveness of such an approach on reducing HIV/AIDS stigma, across 2 years, from a sample of over 4,500 market vendors, in 3 conditions. Results showed an increasing growth in market communication about intervention messages, and concomitant declines in stigmatizing attitudes, across time, with the greatest changes in community popular opinion leaders, significant changes in intervention nonopinion leaders, and little change in the control markets.