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).     

Effects of concreteness and semantic relatedness on composite imagery ratings and cued recall

Day and Bellezza (1983) rejected a dual coding imagery explanation for the superior recall of concrete words because unrelated concrete pairs were rated lower in composite imagery but were still remembered better than related abstract pairs. We show that dual coding theory explains their results and our new findings using the same paradigm. In Experiment 1, 120 subjects rated imagery or relatedness for 108 pairs that varied in concreteness, pair relatedness, and associative strength. Incidental cued recall followed. Relatedness and strength affected imagery ratings, as did concreteness, and very low relatedness partly accounted for the low composite imagery ratings for unrelated concrete pairs. Concreteness and relatedness also affected recall, and suporior recall for unrelated concrete pairs occurred consistently under imagery but not under relatedness instructions. In Experiment 2, 40 subjects rated imagery value and recalled 24 pairs. Subsequent questioning indicated that composite images were retrieved better given stimuli from unrelated concrete than from related abstract pairs. These findings and Day and Bellezza’s original results are explained in terms of (1) imaginal and verbal associative processes, which jointly influence composite imagery ratings and recall, and (2) the critical role of stimulus concreteness during image retrieval and recall (i.e., the conceptual peg hypothesis).     

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.     

Procedural Justice and Culture

The past fifteen years have seen the development of a considerable research literature on the social psychology of procedural justice (see Lind & Tyler, 1988, for a review). Procedural justice research reveals some serious shortcomings in the exchange theories that have traditionally dominated Western analyses of the social psychology of groups, and in so doing, the procedural justice literature has important ramifications for cross-cultural psychology. Results from a number of studies conducted in the United States and Western Europe show that individualistic, self-interest based models of human behaviour are insufficient to explain procedural justice phenomena. Instead, procedural justice effects frequently reveal strong group-oriented concerns and motivations even in cultural contexts generally thought to be characterized by individualistic orientations. The research literature also shows that if a group's procedures are judged to be fair, people are more likely to show group-oriented behaviour and to hold more favourable attitudes toward the group and its leaders. These findings have led to the development of a theory of justice judgments—the Lind and Tyler group-value theory—which is based on group norms and relations rather than on social exchange theory. We describe a general model of social behaviour that integrates group- and individually-oriented behaviour, and we discuss the implications of the model for social and cross-cultural psychology.