Social cues, social responses, humans know when a computer is engaging them
Posted on Wednesday, 2010, July 28, 17:18, by Eric Bryn, under social media, social media and direct marketing research.This research paper from Nokia Research Center, Stanford, and Queens University implies that humans can ascertain with an uncanny degree of certainty when a social message is sent from a computer versus a human. Social responses to communication technologies theory (SRCT) predicts that humans cannot reliably ascertain such nuances. This research contradicts this premise.
The research team, using prior research in SRCT theories, tested whether humans could discern whether a text message was sent via a human or computer when flattery was an element of the message. They found that humans reliably discern the originator of the message apparently because certain social cues were missing in the computer-generated messages.
Why this is relevant research: SRCT theories could be used by software designers to create computer programs to engage social network users with the goal of getting them to increase self-disclosure under the guise of an interaction seemingly being conducted with a human. With the FTC recently considering allowing people to opt-out of behavioral targeting on the Web, the issue of nudging people towards more self-disclosure is timely given all the issues surrounding privacy and use of PII in social networks, especially if a user discloses such PII under the assumption they’re interacting with a human. This is a very interesting article and quick read (four pages).
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