Sentimental Value

I analyse the concept of sentimental value, with a view to identifying its relations with the notions of intrinsic, final, extrinsic and instrumental value. The analysis explores issues arising in the understanding of an object as sentimentally valuable, and reveals a serious tension in the common sense extrinsic conception of sentimental value.     

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).     

Instrumental responding following reinforcer devaluation

In two experiments, hungry rats were given instrumental lever-press training for an appetitive reinforcer and, in addition, were exposed to another type of food which was not contingent on lever pressing. In the first experiment, exposure to each type of food was on separate days, whereas in the second experiment rats were exposed to each type of food in strict alternation within each session. Subsequently, a food aversion was conditioned to the reinforcer for the experimental group and to the non-contingent food for the control group. In both experiments, animals with an aversion to the reinforcer responded less in an extinction test than animals with an aversion to the non-contingent food. Subsequent reacquisition tests confirmed that the aversion to the non-contingent food in the control group was of comparable strength with that to the reinforcer in the experimental group. The results were discussed in terms of whether the reinforcer is encoded in the associative structure set up by exposure to an instrumental contingency.