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Pro-social cues to reduce digital deception
- 1. Pro-social cues to reduce digital deception Asim Kadav Department of Computer Sciences University of Wisconsin-Madison
- 2. Problem of digital deception » Deliberate control of communication in technology mediated message(Hancock 2007) »Perceived to be widespread online(Caspi & Gorsky, 2006 & Gibbs, Ellison & Heino, 2006) » Increasing repercussions as CMC becomes pervasive
- 3. Types of digital deception » Identity based versus message based (Hancock, 2007) » Self-presentational goals are the most important factor in promoting and constraining deception (De Paulo, 1996) » Identity based deception is more common online than in F2F (Cornwell & Lundgren, 2001) and is very common (George, 2004) How to tackle the problem of digital deception?
- 4. Deception Detection » Increased public self consciousness : (Vrij, Edward, & Bull, 2001) » Increased speech frequency, hesitation, and wait times before speech » Use fewer illustrations » Linguistic attributes: Lower complexity, fewer self-references, more negative emotion words.(Newman et.al., 2003) » No “Pinocchio nose” indicator of deception » Deception detection performs at chance levels (Bond & DePaulo, 2006) » Better to focus on deception reduction
- 5. Deception reduction » Existing research mostly focuses on channels for reducing deception » Broadly, use real world indicators to constrain deception » Signaling theory and use of Warrants
- 6. Signaling theory » Disconnect between physical and virtual self reduces cost of deceptive behavior (Donath 1999) » Use of signals, representing relationship between virtual and physical as indicators of honesty » Cost associated with signals keeps them reliable (Donath 2007)
- 7. Warranting theory » Walther and Parks (2002) introduce warrant – a connection between the physical and online self identity » Warrants constrain occurrence of digital deception » Presence of social network may act as a warrant to constrain deception(Toma, Hancock & Ellison, 2008) » Media rich with warrants contain lower levels of deception (Warkentin, Woodworth, Hancock, & Cormier, 2010).
- 8. Can we do better? » Deception detection not conclusive » Deception reduction in channels: Persons can deceive where there signals and warrants are not required/apparent » Propose: Deception reduction in individuals as opposed to channels » Propose: Using pro-social cues to reduce deception
- 9. Outline » Introduction » Deception background » Pro-social behavior » Proposed hypotheses » Experimental methodology » Conclusion
- 10. Pro-social behavior » Prosocial behavior refers to "voluntary actions that are intended to help or benefit another individual or group of individuals" (Eisenberg and Mussen, 1989) » Examples include cooperation, sharing, honesty, positive attitude towards others » Motivations include generosity, morality, altruism Image: neurosciencenews.com
- 11. Why pro-social behavior? » Humans are inherently selfish (Dawkins, 2006) » Then, why would humans indulge in pro-social behavior? » Humans have evolved to create and maintain individually profitable social relationships (Fessler & Haley, 2003) » Consciously or sub-consciously respond to subtle cues to show pro-social behavior(Fessler & Haley, 2005)
- 12. Pro-social cues » Pro-social cues are cues which consciously or sub-consciously cause an individual to behave in a positive pro- social behavior » Examples include presence of eyes, empathy, rewarding behavior, human voice, praise (rewarding behavior), dispositional praise
- 13. Why humans respond to pro-social cues? » Goal: Humans have evolved to participate in individually profitable social relationships » Cooperation due to reputation preservation (Haley and Fessler, 2003) » Presence of eyes, auditory signals, faces » Pro-social behavior due to pro-social self image (Damon and Lerner, 2006) » Provision of attributions like dispositional praise » Pro-social behavior due to positive reinforcement learning (Berwick, 1986) » Empathy, rewarding behavior, praise
- 14. Presence of eyes » Cues of being watched improved generosity (Bateson, Nettle, Roberts, 2006) » Attributed to maintaining pro-social reputation for subsequent cooperation(Bateson, Nettle, Roberts, 2006) » Reputation affects co-operation directly (Panchanathan and Boyd, 2004)
- 15. Human voice » Auditory presence of others increases generosity(Haley and Fessler, 2006; Mayer, Sobko, & Mautone, 2003). » Attributed to reputational concerns Image: happyybrainstorm.com Presence of friends » Presence of faces improves generosity (Haley and Fessler, 2003) » Display friend connections to risk one’s reputation and ensure cooperation(Donath and Boyd 2004)
- 16. Provision of Attributions & Dispositional praise » People are more likely to behave in pro-social manner when induced to behave pro-socially with internal attributions (Damon and Lerner, 2006) » Like dispositional praise – “I guess you are a kind person, who likes to help others” » Fosters a pro-social self image that may last for weeks (Damon and Lerner, 2006)
- 17. Empathy » Emapthy, or feeling as the other feels, establishes a two-way relationship that subsequently encourages pro-social behavior (Batson, 1991; Vaish, Carpenter, & Tomasello, 2009; White & Mitchell, 1979 ) » Empathy is also known to be easily communicable via minimal cues (Same references as above) Praise and other rewarding behavior » Rewarding behavior such as praise, improves co-operation in organizational contexts(Gove, 2005) and in also in children(Christopher, 1989) » Humans learn and indulge in a particular behavior if it is rewarded positively (Berwick, 1986; Damon and Lerner, 2006)
- 18. Can pro-social cues be used to reduce deception? » Building a pro-social self image for honest behavior and rewarding honesty with positive words will encourage more honest behavior » One will not indulge in deception and affect reputation negatively » Toma(2008) findings can be also be explained via reputation preservation
- 19. Building our Hypotheses » Test against “Will embedding pro-social cues reduce deception? ” » Apply in identity based scenarios (as opposed to message based scenarios) » Difficult to incorporate in message based without distracting the user
- 20. Pro-social cues in identity based communication » Embed pro-social cues during information collection/profile building process » Use a wizard to collect information that gives these cues to the user in a controlled manner and also collects information » Classify pro-social cues into » Verbal pro-social cues: Praise, empathy, dispositional praise » Visual pro-social cues: Picture of eyes
- 21. Hypothesis I » H1: Using a wizard with verbal pro-social cues to generate online profile information can reduce deception as compared to profiles generated using simple drop-down boxes and text fields. » Empathy: “It is not easy to find a true match that appreciates your true self, but our database consisting of thousands of members makes it easier. Please fill in your date of birth to find your match.” » Dispositional praise: “You’re the kind of person who appears to be honest. Please fill in your interests” » Praise: “Well done in filling your city correctly, please provide … details”
- 22. Common profile collection screens
- 23. Hypothesis II » H2: Using a wizard in the form of a computer character that exhibits visual pro-social cues can reduce deception as compared to profiles generated using simple drop-down boxes and text fields.. Please provide your date of birth
- 24. Experimental Methodology » Goal: Test our hypotheses in the scenarios of building online resumes » Participants : Undergraduates from University of Wisconsin, 18- 22 years olds, male or female » Task: Prepare resume for summer internship for business sales position » Salary higher than standard to make it desirable » Offer 10$ to participate in the study(apart from the job)
- 25. Experimental Methodology » Prepare resume using one of three methods » Traditional: Using conventional forms and drop-down menus » Wizard with verbal cues: Embed pro-social cues of empathy, praise and motivation » Wizard with visual cues: Embed pro-social cues of presences of eyes in a computer character
- 26. Experimental Methodology » Disclose real purpose of task » To measure deception in online profile creation » Option to discard profiles or mark deceptive fields in resume for 10$ » Measure amount, type and extent of deception
- 27. Experimental Methodology » Quantity: None, 1-2, Many » Extent of deception: Subtle, Mild, Severe » Type of deception: Interests, Abilities, Factual » Analyze results to detect if » pro-social cues reduce deception and by how much » pro-social cues reduce severity of deception » pro-social cues reduce particular types of deception
- 28. Conclusion » We proposed using pro-social cues to reduce deception » Identified and classified the pro-social cues » Proposed a technology solution to embed these cues » Described the experimental framework to test these cues
- 29. Questions
Hinweis der Redaktion
- Proposing the hypothesis that pro-social cues can reduce deception and I will describe how we can test against this hypothesis empirically
- Deception in cyberspace is : (i) It is intentional modification of message or identity information by the sender in technologically mediated message. (iii) It is intended to create false belief in the eyes of the recipient of the message . 73 percent of individuals in a web based survey of individuals pariticipating in discussion groups believe deception to be widespread online (Caspi & Gorsky, 2006) and a second study indicating that eight out of ten online daters have serious concerns about deception (Gibbs, Ellison & Heino, 2006). Hancock (2007) argues that the major reason that digital deception is often expected to occur more frequently because online communication is typically “text-based interaction or virtual representations of self” (p. 291). Many people appear to believe that these virtual representations provide users with the opportunity to distance the actual self from the virtual self more easily and perhaps with fewer consequences (i.e., personal shame, or ridicule from significant others) than would occur in the Ftf world. Patients can become more inclined to deceive behind computer mediated communication and this can lead to improper diagnosis and medication resulting in life threatening consequences.
- Hancock (2007) further separates digital deception into identity-based deception, which is deception based on the sender’s personal identity (i.e., lying about one’s physical appearance, abilities or skills), and message-based deception, which is deception that takes place in the specific communication between sender and receiver(i.e., lying about one’s weekend plans. Previous research demonstrates that identity-based deception occurs more frequently in computer-mediated communication environments than in FtF environments (Cornwell & Lundgren, 2001). Indeed, according to George (2004), 90 percent of individuals admitted to lying at least once on a resume-like scholarship application. Although participants in this study were asked to make their applications as competitive as possible, they were not prompted to be deceptive. Most message based deception are harmless(Hancock 2009)
- How deception can be detected Verbal and no verbal cues that Linguistic attributes No clear indicator Better to tackle the problem early on in CMC Detecting detection may be too late
- Deception reduction in CMC has looked to augment channels to reduce deception Deception reduction in channels looks to expose real world equivalents making deceptive behavior impossible to fake
- Donath (1999), argues when there is disconnect between the physical and virtual self, the cost of deceptive behavior is substantially reduced. According to this argument, when there is a close relationship between the virtual and physical self represented by signals, the costs of deceptive behavior should increase. Donath (2007) notes that what keeps signals reliable, or keeps people from being deceptive, is the costs associated with that behavior. Certain signals as reliable indicators of honesty because they are simply too expensive or impossible to fake. Like institutional email address For example, the public and socially connected displays of personal information inherent to SNS should therefore act as a constraint to deception.
- Walther and Parks introduce concept of warrants, which is connection Once a person is aware of and able to view a communication partner’s social network, there is a warrant between the physical and online self-presentation, and deception is constrained. In this case, the social network constrains deception by 1) providing an opportunity to verify information about a communication partner with members of the network, and 2) by providing an audience to which the communication partner must account for deceptions (Walther & Parks, 2002). Recent research in the context of online dating (Toma et al., 2008) demonstrates the constraining effects that social networks can have on deception. In Toma et al.’s (2008) study, members of online dating websites were asked to indicate areas where they lied on their online dating profile. The more friends who knew about the participants’ profile the more accurate their profile was, suggesting that the people in the participants’ personal network acted as a constraint to deception. Recent study by Hancock found that media rich with warrants such as SNS contains lower level of deception than IM, chat
- As we saw in pr Deception detection works in near chance levels Similarly, deception reduction in channles will not work when the communication is warrantless or signals are not apparent Deception reduction which works early enough in communication process and is in not constrained by real world equivalence
- This is the out line of my talk
- Caring about the welfare and rights of others, feeling concern and empathy for them, and acting in ways that benefit others Eisenberg, Nancy and Paul H. Mussen. The Roots of Prosocial Behavior in Children. Cambridge: Cambridge University Press, 1989. ISBN: 0-521-33771-2. These behaviors include a broad range of activities: sharing, comforting, rescuing, and helping.
- Researchers recently have found that when older adults engage in altruistic behavior and volunteering, they benefit from these activities. Helping others may reduce the output of stress hormones which improves cardiovascular health and strengthens the immune system. Sanstock, John W. A Topical Approach to Life span Development 4th Ed. New York: McGraw-Hill, 2007. Ch 15. 489-491 Fessler, D. M. T., & Haley, K. J. (2003). The strategy of affect: Emotions in human cooperation. In P. Hammerstein (Ed.), Genetic and Cultural Evolution of Cooperation (pp. 7 – 36). Cambridge, MA7 MIT Press. To benefit themselves consciously or sub-consciously That indivudsual respond to subtle cues that…and these cues
- Broad goal to respond to pro-social cues is same as the reason they indulge in pro-social behavior which is to … Individuals response to specific pro-social cues can be cateogarized into reputation preservation and positive reinforcement learning. Individuals preserve reputation to benefit themselves consciously or sub-consciously by hoping co-operation if future. Individuals have evolved to indulge in behavior which rewards them psychologically or materistically thru empathy, praise or a gift. The learning processes of brain causes it to indulge in more pro-social behavior if any previous pro-social behavior is rewarded even via a simple praise (Berwick, 1986)
- Presence of eyes is known to trigger reputational concerns. In an experiment by Attribute generosity to mainting pro-social reputation Batson, C. D. (1991). The altruism question: Toward a socialpsychological answer. Hillsdale, NJ: Erlbaum
- Similarly, indivduals are known to indulge in pro-social behavior due to auditory presence of others. Batson, C. D. (19 91). The altruism question: Toward a socialpsychological answer. Hillsdale, NJ: Erlbaum Displaying connections is a way of signalling a willingness to risk one’s reputation. In the real world, as Burt [13] has pointed out, reputation is a powerful force in groups with dense affiliations. This can be due to repeated interactions — we gather a reputation around our identity that, if good, is quite valuable and we benefit from continuing to act in ways that enhance that reputation.
- Conscious cues
- Empathy is an important mediator of helping behavior and other prosocial behavior (Batson, 1991). Batson, C. D. (1991). The altruism question: Toward a socialpsychological answer. Hillsdale, NJ: Erlbaum Praise and recognition: the importance of social support in law enforcement, Gove 2005 Both empathy and rewarding behavior can be explained via positive reinforcement learning. Empathy rewards brains socially while praise and recogniton. The learning processes of brain causes it to indulge in more pro-social behavior if any previous pro-social behavior is rewarded even via a simple praise (Berwick, 1986)
- We argue that pro-social cues can also reduce deception. If honest behavior is rewarded then individuals will subsequently indulge in more honest behavior Similarly, if there are cues that cause reputational concerns individuals will not indulge in activities that can harm one’s reputation
- We now look to build our hypotheses and test if embedding We apply in identity based scenarios as opposed to message based since in a message based, user is focussed
- In order to test effectiveness of pro-social cues Classify pro-social cues in the manner in which we can deliver them in CMC medium.
- Participants were instructed to tailor their resumes using their personal experiences and skills to ensure that they would be the most qualified candidate for the described job. Participants were not instructed or encouraged to lie, but rather were urged to use their own information in a way that would present themselves as the best candidate for the described position.
- Subtle – leaving out pertinent information Mild – mild exaggeration , handled all responsiblities for a position, may have handled only for a few days Outright => Closed 100 deals Factual ( No. of years of experience)