A theoretical model of differential social attributions toward computing technology: when the metaphor becomes the model

    Authors

    G. M. Marakas; R. D. Johnson;J. W. Palmer

    Comments

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    Abbreviated Journal Title

    Int. J. Hum.-Comput. Stud.

    Keywords

    anthropomorphism; symbolic computing; social acts; laws of control; computer self-efficiency; ADMINISTRATIVE SCIENCE; INFORMATION TECHNOLOGY; CAUSAL ATTRIBUTION; SELF-EFFICACY; BEHAVIORAL CHANGE; CORE EVALUATIONS; SATISFACTION; PERFORMANCE; AGENTS; WORK; Computer Science, Cybernetics; Ergonomics; Psychology, Multidisciplinary

    Abstract

    paper explores the use of metaphorical personification (anthropomorphism) as an aid to describing and understanding the complexities of computing technologies. This common and seemingly intuitive practice tit "reads", "writes", "thinks", "is friendly", "catches and transmits viruses", etc.) has become the standard by which we formulate our daily communications, and often our formal training mechanisms, with regard to the technology. Both anecdotal and empirical sources have reported numerous scenarios in which computers have played a noticeably social role, thus being positioned more as a social actor than as a machine or "neutral tool." In these accounts, human behavior has ranged from making social reference to the device ("It's really much smarter than me,"), to more overt social interactions including conversational interplay and display of common human emotions in response to an interaction. Drawing from behavioral psychology and attribution theory, a theoretical model of the phenomenon is offered from which several propositions are advanced regarding the nature of the behavior, positive and negative implications associated with extended use of this metaphor, and recommendations for research into this ubiquitous social phenomena. (C) 2000 Academic Press.

    Journal Title

    International Journal of Human-Computer Studies

    Volume

    52

    Issue/Number

    4

    Publication Date

    1-1-2000

    Document Type

    Review

    Language

    English

    First Page

    719

    Last Page

    750

    WOS Identifier

    WOS:000086498600005

    ISSN

    1071-5819

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