Evaluation of human-like anthropomorphism in the context of online bidding and affordances

Murano, P; Holt, PO

Abstract

This paper presents a four condition experiment and the results concerning the wider area of investigating the effectiveness and user satisfaction of using anthropomorphic feedback at the user interface. The specific context used was online bidding. The four conditions used in the experiment were human video, human voice, human voice with anthropomorphic text and a control consisting of neutral text. The main results of the experiment showed significant differences in participants' perceptions regarding the 'humanity' of the feedback they used. As expected, the control condition consisting of neutral text incurred significantly lower ratings for the 'humanity' characteristics of the feedback. The human video condition also incurred significantly stronger perceptions regarding the appearance being human. The results were also analysed in light of the theory of affordances and the authors conclude that the four conditions used in the experiment were likely equivalent in their facilitating the affordances. Therefore the authors suggest that facilitating the affordances may be more crucial to a user interface and the users than the actual anthropomorphic characteristic of the feedback used.

Citation

Murano, P., & Holt, P. (2011). Evaluation of human-like anthropomorphism in the context of online bidding and affordances. Journal of computing, 3(6),

• Journal Article Type: Article
• Publication Date: Jun 1, 2011
• Deposit Date: Nov 15, 2011
• Publicly Available Date: Apr 5, 2016
• Journal: Journal of Computing
• Peer Reviewed: Peer Reviewed
• Volume: 3
• Issue: 6
• Publisher URL: http://www.journalofcomputing.org/