Source Orientation in Human-Computer Interaction

When individuals apply social rules and social expectations while working on a computer, are they directly interacting with the computer as an independent social actor or source (the CAS model), or are they orienting to an unseen programmer or imagined person in another room (the CAM model)? Two studies provide critical tests of these competing models. In Study 1, all participants were exposed to an identical interaction with computers. In one condition, participants were told that they were dealing with computers; in another, they were told that they were interacting with the software programmers. Consistent with the CAS model, there were significant differences between the two conditions. Study 2 performed a constructive replication of Study 1 by replacing the programmer with a hypothetical networker. Again, differences between the two conditions provide evidence that people respond to the computer as an independent source of information.