Experience as a Moderator of the Media Equation: The Impact of Flattery and Praise

Johnson, Daniel M., Gardner, John, & Wiles, Janet (2004) Experience as a Moderator of the Media Equation: The Impact of Flattery and Praise. International Journal of Human-Computer Studies, 61(3), pp. 237-258.

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This study extends previous media equation research, which showed that the effects of flattery from a computer can produce the same general effects as flattery from humans. Specifically, the study explored the potential moderating effect of experience on the impact of flattery from a computer. One hundred and fifty-eight students from the University of Queensland voluntarily participated in the study. Participants interacted with a computer and were exposed to one of three kinds of feedback: praise (sincere praise), flattery (insincere praise), or control (generic feedback). Questionnaire measures assessing participants' affective state, attitudes and opinions were taken. Participants of high experience, but not low experience, displayed a media equation pattern of results, reacting to flattery from a computer in a manner congruent with peoples' reactions to flattery from other humans. High experience participants tended to believe that the computer spoke the truth, experienced more positive affect as a result of flattery, and judged the computer's performance more favourably. These findings are interpreted in light of previous research and the implications for software design in fields such as entertainment and education are considered.

Impact and interest:

35 citations in Scopus
26 citations in Web of Science®
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ID Code: 6691
Item Type: Journal Article
Refereed: Yes
Keywords: media equation
DOI: 10.1016/j.ijhcs.2003.12.008
ISSN: 1071-5819
Subjects: Australian and New Zealand Standard Research Classification > INFORMATION AND COMPUTING SCIENCES (080000) > INFORMATION SYSTEMS (080600) > Computer-Human Interaction (080602)
Divisions: Past > QUT Faculties & Divisions > Faculty of Science and Technology
Copyright Owner: Copyright 2004 Elsevier
Copyright Statement: Reproduced in accordance with the copyright policy of the publisher.
Deposited On: 26 Mar 2007 00:00
Last Modified: 29 Feb 2012 13:28

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