Media Naturalness and the Ability to Predict Generosity in a Give-Some – Get-Some Interaction1

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Media Naturalness and the Ability to Predict Generosity in a Give-Some – Get-Some Interaction1 Proceedings of the 50th Hawaii International Conference on System Sciences | 2017 Media Naturalness and the Ability to Predict Generosity in a Give-Some – Get-Some Interaction1 Roderick E. White Derrick J. Neufeld Mahdi Roghanizad Western University Western University University of Waterloo [email protected] [email protected] [email protected] Abstract to greatly facilitate exchange by reducing transaction costs, thus enhancing the performance of both organizations and markets. Although the origin and role Evolutionary psychologists believe the human mind of generosity, cooperation, sharing and trust is a widely evolved to solve adaptive problems present in our studied and much debated topic [8,25,42,45], ancestral environment. Our hominid ancestors survived researchers generally agree that the ability to reliably in face-to-face groups by assessing the cooperative detect, ex post, how partners have behaved is essential intentions of other group members. Media naturalness for cooperation to have evolved [13,39,40,31]. theory postulates face-to-face is the most ‘natural’ Establishing exchange relationships with novel partners communication medium. This paper reports results from can be highly advantageous, but the absence of prior a laboratory experiment examining the ability of student experience with, or reputational information about these subjects to predict the generosity of a counter-party partners also makes these relationships especially risky. under two media conditions: Face-to-Face (FtF), the The risk is that the prospective partner will not be more natural condition; and Video-to-Video (VtV), the cooperative, and will act opportunistically to their own less natural, technology-mediated condition. After a advantage. Accordingly, the ability to predict, ex ante, five-minute interaction, subjects took part in a give- how prospective novel partners will behave in an some – get-some exchange and then predicted the exchange relationship would be especially valuable. generosity of their counterparty. Consistent with media Evolutionary psychologists [2,12,13] believe the naturalness theory, FtF subjects predicted generosity at human mind (like the rest of our biology) evolved by a frequency greater than chance. Surprisingly, way of natural and sexual selection to generate abilities generosity predictions for the VtV condition were not and behaviours that solved adaptive problems “posed by significantly different from chance. Generosity the physical, ecological and social environments prediction relates to important organizational encountered by our ancestors” [12:188]. Along these behaviors such as cooperativeness, trust, and lines, “natural selection theory defines information- teamwork. Implications and future research processing problems that the mind must solve, and the opportunities are discussed. task ... is to uncover the nature of the algorithms that solve them” [12:190]. While there is no domain general 1. Introduction theory for what constitutes an adaptive behaviour, modern evolutionary biology has identified domain This paper’s specific purposes are to establish and specific adaptive problems [9]. The domain of interest validate an experimental methodology for predicting for this research study is the set of adaptive problems generosity (or cooperation) in a laboratory context; and related to group life. to compare the frequency of prediction accuracy under Our hominid ancestors evolved in social groups. face-to-face and technology mediated, video-to-video While being part of a such a group has survival conditions. More generally this research considers how advantages [41,47], it also presents a pernicious the naturalness of communication media affects our adaptive problem: free ridership. Free riders (i.e., non- ability to solve adaptive problems. co-operators) take advantage of the benefits of group Effective exchange relationships are fundamental to life, enhancing their own genetic fitness [16], but do not economic prosperity [11]. The ability to identify the share with other members or contribute to the fitness of cooperativeness of exchange partners has the potential the group. Thus the ability to identify free riders after 1 The authors would like to thank Lisa Bitacola and the volunteer assistants in the Ivey Behavioural Research Laboratory, as well as the anonymous reviewers of this manuscript for their helpful assistance and feedback. URI: http://hdl.handle.net/10125/41244 ISBN: 978-0-9981331-0-2 CC-BY-NC-ND 781 the fact, or ideally to accurately predict others who will communication quality of a message (specifically, be generous (and cooperative), contributes positively to electronic mail) was not a functional property of the the formation and functioning of groups and to the medium itself, but rather was something that emerged realization of the survival advantages of group life. It is over time in a particular context as individuals actively believed that human evolution has resulted in the engaged each other. Channel expansion theory argues universal cognitive ability to identify reliable (i.e., that individual experiences and perceptions with generous and cooperative) partners [2,50]. Of course different communication channels substantially this ability must be imperfect, otherwise selfish influence an individual’s perceptions of channel individuals would have been excluded from ancestral richness, and thus the selection and use of particular groups and long ago become extinct. channels [10]. Media synchronicity theory identified Impressions of a novel partner are believed to form ‘conveyance’ and ‘convergence’ processes arising from quickly, effortlessly and subconsciously during the a combination of individual- and task-familiarity, with initial phase of an interaction [1,28,38]. Research has varying communication performance outcomes [18]. repeatedly demonstrated that in face-to-face In contrast to media richness and media naturalness interactions, people have an uncanny (though certainly theories, these other perspectives suggest that ‘mode imperfect) ability to intuit whether a novel partner will needn’t matter’, and that it is feasible and common for be generous and cooperative, or selfish and self-serving, individuals to generate and engage in ‘rich’ dialogue at a probability that is significantly greater than chance even in online mediated settings. However, they do not [3,4,6,7,23,24,51]. Evolutionary theory suggests that have much to say about how electronic media affects the this ability emerged in ancestral groups, where members ability of people with no pre-existing relationship to were collocated and engaged in synchronous pick up on subtle cues and form impressions of interactions – both verbal and nonverbal, and through cooperativeness. Thus arises an interesting and nuanced speech as well as observation of facial practically relevant question: What is the effect of expressions and body language. As discussed below, technology mediated interactions on peoples’ ability to modern communications technologies may influence or correctly predict the actual generosity or attenuate peoples’ ability to accurately assess the cooperativeness of others with whom they will interact? cooperativeness of novel partners [5,43,52]. An answer to this question has relevance for both virtual markets and virtual organizations. Organizations 2. Media theories and cooperativeness are increasingly reliant on physically dispersed teams with members who spend little or no time meeting face to face [29], and managing others in such dispersed Citing theories of media richness [14] and social contexts carries unique and complex challenges and presence [46], Jarvenpaa and Leidner [30] observed: performance implications [22,28]. Engendering “computer-based communication media may eliminate cooperativeness amongst individuals is central to what the type of communication cues that individuals use to effective organizations do. Similarly leading Internet convey trust, warmth, attentiveness and other brands such as eBay, Amazon and Baidu are not content interpersonal affectations” (p. 793). This line of thinking to provide anonymous arm’s-length markets, but rather led to the development of media naturalness theory [33], aspire to rapidly stimulate social engagement and thus also known as the psychobiological model [32], which foster interpersonal trust between members, who will is based upon Darwinian evolution and evolutionary then confidently engage in exchange relationships with psychology. Kock [33] explained the core argument for one another [38,39,44]. media naturalness theory thus: “since our Stone Age hominid ancestors communicated primarily face-to- face, evolutionary pressures likely have led to the 3. Research propositions development of a brain that is consequently designed for that form of communication” [33:406]. Because all the natural cues are present in face-to- Media naturalness theory contends that face settings, it is expected that individuals’ ability to communication media that more closely resemble what predict generous and cooperative behaviour will be occurred in our ancestral environment are more higher for face-to-face than for technology-mediated “natural”. Generally speaking, co-located, synchronous, interactions. However, it is not known whether, or how face-to-face media are believed to enable the highest quickly, different forms of technology-mediation (i.e., level of ‘natural’ communication [33]. Some researchers non face-to-face communications) attenuate this ability,
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