SOCIAL DIMENSIONS

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SOCIAL DIMENSIONS
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TWO ASPECTS OF ..

• UTILITARIAN
• AESTHETIC / SOCIAL

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THINK OF A CAR

• UTILITARIAN FUNCTION
• AESTHETIC FUNCTION

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THINK OF A STORE

• UTILITARIAN
• AESTHETIC
• SOCIAL

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SOCIAL PSYCHOLOGY

• INTERACTIONS
• SOCIAL ASPECTS

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MARKETING

• THE SOCIAL ASPECTS OF SELLING
• STORE
• SALESPERSON

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WHO IS THE INTERMEDIARY IN INTERNET SELLING?

• COMPUTER INTERFACE..
• DISPLAY
• INTERACTION

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IS IT MEANINGFUL?
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IS IT MEANINGFUL?

• DO THE SOCIAL RULES APPLY TO HUMAN-COMPUTER
  INTERACTION?

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COMPUTERS AS SOCIAL ACTORS

• REEVES AND NASS
• PEOPLE INTERACT WITH COMPUTERS AS THEY INTERACT
  WITH HUMANS
• THEY TREAT MEDIUM AS PERSONS (POLITE)
• THEY RESPOND TO COMMENTS FROM COMPUTERS AS IF IT
  WERE HUMAN

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ARGUMENT

• THAT WEB INTERFACES AND INTERACTION DESIGN WILL
  BE INTERPRETED THE SAME WAY AS INTERACTION WITH
  HUMANS
• SO WE NEED TO PAY ATTENTION

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GOAL

• IDENTIFY CHARACTERISTICS THAT WILL PROJECT
  CORRECT IMAGE
• DISPLAY FACTORS
• INTERACTIONAL FACTORS

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WHAT FACTORS ARE IMPORTANT?

• FACTORS WE PROPOSED
• POLITENESS
• FLATTERY
• SELF-PRAISE VS. OTHER-PRAISE
• EXPERTISE
• AESTHETICS
• OTHER FACTORS POSSIBLE

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OTHER FACTORS

• ??

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POLITENESS

• GREETING BY NAME
• WELCOME
• ANSWERING YOUR QUESTIONS
• PROVIDING INFORMATION WITHOUT BEING ASKED
• THANK YOU..

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• NOTE A FEATURE MAY PROJECT MULTIPLE IMAGES
• IF I ASK THE PRICE, AND YOU EVADE
• RUDE
• DEVIOUS
• YOU HAVE SOMETHING TO HIDE

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ALSO..

• DONT BELIEVE EVERYTHING PEOPLE SAY
• THEY ARE POLITE
• IF YOU ASK THEM, IF THE SERVICE WAS FINE, THEY
  WILL SAY YES EVEN IF THEY ARE MAD.

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FLATTERY

• (NEGATIVE CONNOTATIONS)
• COMPLIMENTS
• PERFUME QUALITY RATED HIGHER, WHEN PEOPLE WERE
  COMPLIMENTED ON TRYING PERFUME (REGARDLESS OF THE
  QUALITY)

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ON A WEB INTERFACE?
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OTHER-EVALUATION

• OTHER PRAISE --
• MORE BELIEVED / ALSO PERSON PRAISING IS
  POSITIVELY EVALUATED
• OTHER CRITICISM
• CRITIC PERCEIVED AS INTELLIGENT

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SELF-EVALUATION

• SELF-PRAISE
• DISBELIEVED
• SELF-CRITICISM
• MODESTY

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OTHER-PRAISE

• CAN A STORE BE SEEN AS POSITIVE, IF IT PRAISES
  OTHERS?
• CAN YOU POINT CLIENTS TO SITES WHICH PRAISE STORE
• (1-800-FLOWERS.COM - WSJ)

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OTHER-CRITICISM

• (SHOULD MAKE YOU LOOK GOOD?)
• IN GENERAL NOT DONE, OR SUBTLY DONE
• WEB BREAKING NEW GROUND

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SELF-PRAISE

• MUST BE SUBTLE
• SUPPORTING EVIDENCE

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SELF-CRITICISM

• USUALLY NOT ADOPTED.
• AVIS
• WE ARE 2, WE TRY HARDER

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EXPERTISE

• SPECIALISTS vs. GENERALISTS
• BATTLE GOES ON
• THE TV STUDY
• SPECIALIST TV --HIGHER QUALITY
• SHOULD WEB GIVE CHOICE OR CHOOSE ONE FOR YOU?

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• PROFITABILITY
• FLUCTUATES
• ETOYS vs. AMAZON
• CAN WE DO BOTH?

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MY YAHOO EXPERIENCE

• SELLS MUSIC
• MANY GENRES
• I ASKED FOR OLDIES
• MORE MENU LOTS OF ADS
• ADS FOR RAP MUSIC AND RECENT RELEASES
• (I PICKED SIMON AND GARFUNKEL) -- DIDNT HAVE ANY?

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• I PICKED GARFUNKEL
• IT GAVE ME A LIST OF CDs
• I CLICKED ON ONE
• IT BROUGHT ME BACK TO REGULAR PAGE (OUT OF THE
  OLDIES SECTION)
• NOT A GOOD WAY TO PROJECT SPECIALIZATION

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AESTHETICS

• NEEDS TO LOOK GOOD.
• GO TO PROFLOWERS.COM
• DIRECTLY WWW.
• VIA YAHOO, FLOWERS, PROFLOWERS
• DISPLAY A PRODUCT OR ADVERTISE IT?

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• CLUTTER
• COLOR
• ETC

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SUMMARY

• ARGUMENT
• COMPUTERS ARE SEEN AS SOCIAL ACTORS
• DIMENSIONS
• POLITENESS
• FLATTERY
• SELF- AND OTHER-EVALUATIONS
• EXPERTISE
• AESTHETICS