Following Langer (1992), this article reviews a series of experimental studies that demonstrate that individuals mindlessly apply social rules and expectations to computers. The first set of studies illustrates how individuals overuse human social categories, applying gender stereotypes to computers and ethnically identifying with computer agents. The second set demonstrates that people exhibit overlearned social behaviors such as politeness and reciprocity toward computers. In the third set of studies, premature cognitive commitments are demonstrated: A specialist television set is perceived as providing better content than a generalist television set. A final series of studies demonstrates the depth of social responses with respect to computer "personality." Alternative explanations for these findings, such as anthropomorphism and intentional social responses, cannot explain the results. We conclude with an agenda for future research.Computer users approach the personal computer in many different ways. Experienced word processors move smoothly from keyboard to mouse to menu, mixing prose and commands to the computer automatically; the distinction between the hand and the tool blurs (Heidegger, 1977;Winograd & Flores, 1987). Novices cautiously strike each key, fearing that one false move will initiate an uncontrollable series of unwanted events. Game players view computers as

No abstract

No abstract

This study tested whether computers embedded with the most minimal gender cues will evoke gender‐based stereotypic responses. Using an experimental paradigm (N = 40) that involved computers with voice output, the study tested 3 gender‐based stereotypes under conditions in which all suggestions of gender were removed, with the sole exception of vocal cues. In all 3 cases, gender‐stereotypic responses were obtained. Because the experimental manipulation involved no deception regarding the source of the voices. this study presents evidence that the tendency to gender stereotype is extremely powerful, extending even to stereotyping of machines.

No abstract