Computers as Persuasive Social Actors

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Persuasive Social Actors

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Computing products persuade by giving social cues that elicit social responses from human users.

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Social Influence

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The type of influence that arises from social situations, including normative influence (peer pressure) and social comparison.

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Flashcards about the chapter on Computers as Persuasive Social Actors. The flashcards cover definitions of social cues and concepts.

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13 Terms

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Persuasive Social Actors

Computing products persuade by giving social cues that elicit social responses from human users.

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Social Influence

The type of influence that arises from social situations, including normative influence (peer pressure) and social comparison.

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Five Primary Types of Social Cues

Physical, psychological, language, social dynamics, and social roles.

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Physical Cues

Conveyed through eyes, a mouth, movement, and other physical attributes in computing technologies.

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Principle of Attractiveness

A computing technology that is visually attractive to target users is likely to be more persuasive.

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Psychological Cues

Lead people to infer that a computing product has emotions, preferences, motivations, and personality.

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Principle of Similarity

People are more readily persuaded by computing technology products that are similar to themselves in some way.

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Language Cues

Use written or spoken language to convey social presence and to persuade (e.g., dialogue boxes, e-commerce sites).

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Principle of Praise

By offering praise, via words, images, symbols, or sounds, computing technology can lead users to be more open to persuasion.

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Social Dynamics

Unwritten rules for interacting with others, applied by computing technology to convey social presence and to persuade.

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Principle of Reciprocity

People will feel the need to reciprocate when computing technology has done a favor for them.

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Social Roles

Roles such as teacher, referee, judge, counselor, and expert can be adopted by computers to gain influence.

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Principle of Authority

Computing technology that assumes roles of authority will have enhanced powers of persuasion.