Affect toward computers who coerce in social exchange
Shank, Daniel Burton
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How does interaction, specifically coercive interaction, with computer or human actors change one’s affective perception of them? "Computers Are Social Actors" (CASA) research posits that people interact with computers socially and examines how people interact with one computer differently from another, not how the interactions could differ between computers and humans. Social exchange theory suggests how coercive behaviors alter affective perceptions of exchange partners, and affect control theory predicts how perceptions of actors who coerce differ based on their computer or human identity and the observer’s gender. I conducted an experiment modeled on a previous study by Molm in coercive, reciprocal social exchange. I modified and extended this study by examining how exchange partner’s strategy (coercive or non-coercive), partner’s identity (human or computer), and subject’s gender influenced the subject’s affective perception of her partner. The results supported CASA literature with computer and human identities not differing in perceived affect.