Exploring mindlessness as an explanation for the media equation: Why and when people will treat computers as social actors

Abstract

The media equation, in its simplest form, is the notion that ‘media equals real life’. More broadly, the media equation explores the manner in which people tend to react to computers socially and naturally. Media equation researchers have theorised that people’s tendency to treat computers socially is largely an automatic and unconscious process, and predominantly agree that the cause of the media equation is mindlessness. However, to date, no empirical evidence has been found showing a link between mindless processing and media equation behaviour. This thesis builds upon existing media equation research with the aim of empirically evaluating the mindlessness explanation of media equation behaviour. Laboratory-based experimental research is used to explore the relationship between experience with computers, mindlessness, and media equation behaviour. The potential for experience with computers to covary with media equation behaviour is explored, as mindlessness has been shown to increase among those who are more familiar with a task. Four studies are conducted as part of the thesis. The first study establishes that a media equation pattern of response will be shown by an Australian sample, and that the methodologies being employed are consistent with those used in previous media equation research. Moreover, a relationship between experience with computers and media equation behaviour is found. Participants of high experience, but not low experience, react positively to flattery from a computer. This evidence of a link between experience with computers and media equation behaviour provides initial empirical support for the mindlessness explanation of the media equation. The second study provides further support for the link between experience with computers and the tendency to treat computers as though they are human. The results show that participants of high experience respond to being placed on a team with a computer, while participants of low experience do not. The first two studies empirically support the mindlessness explanation of media equation behaviour. However, they do not provide direct evidence of mindlessness as a cause. The third study was designed to gather more direct evidence of mindlessness covarying with media equation behaviour. Previous research has shown that positive mood leads to mindlessness, and negative mood to the opposing state of mind, mindfulness. The results of the third study show that participants in a positive mood are more likely to apply gender stereotypes to a computer than participants in a negative mood. This link between positive mood and media equation behaviour provides further empirical support for mindlessness as the cause of the media equation. The final study was designed to overcome some of the shortcomings of the third study, and provide more direct empirical investigation of the link between mindlessness and the media equation. By varying the cues displayed by the computer, the final study attempted to test whether reminding participants of the true nature of a computer would lead to a reduction in the tendency to react to the computer as though it were human. The results of the final study were inconclusive and more complicated than expected. The findings are discussed in detail in chapter 6. The studies conducted provide domain specific findings that have implications for software design. The thesis reveals the moderating impact of experience on the tendency to treat computers socially and, moreover, provides initial empirical support for the mindlessness explanation of the media equation. The research conducted significantly progresses knowledge of the appropriate methodologies required for further exploration of the potential causes of media equation behaviour.