Effects of the form of representation and number of computer agents on conformity

Abstract

In this paper, we demonstrate that the form of representation (character vs. text box) and the number (one vs. four) of computer agents affect people's conformity as well as attitudes toward the agent. A text box, as compared to a simple stick figure, induced more opinion change as well as eliciting more conformity. Interestingly, one text box was rated better than four text boxes in terms of social attractiveness, social presence, and trustworthiness, while the opposite was true of character.