Nicholas Epley

On seeing human: A three-factor theory of anthropomorphism.

Anthropomorphism describes the tendency to imbue the real or imagined behavior of nonhuman agents with humanlike characteristics, motivations, intentions, or emotions. Although surprisingly common, anthropomorphism is not invariant. This article describes a theory to explain when people are likely to anthropomorphize and when they are not, focused on three psychological determinants--the accessibility and applicability of anthropocentric knowledge (elicited agent knowledge), the motivation to explain and understand the behavior of other agents (effectance motivation), and the desire for social contact and affiliation (sociality motivation). This theory predicts that people are more likely to anthropomorphize when anthropocentric knowledge is accessible and applicable, when motivated to be effective social agents, and when lacking a sense of social connection to other humans. These factors help to explain why anthropomorphism is so variable; organize diverse research; and offer testable predictions about dispositional, situational, developmental, and cultural influences on anthropomorphism. Discussion addresses extensions of this theory into the specific psychological processes underlying anthropomorphism, applications of this theory into robotics and human-computer interaction, and the insights offered by this theory into the inverse process of dehumanization.

The Anchoring-and-Adjustment Heuristic Why the Adjustments Are Insufficient

One way to make judgments under uncertainty is to anchor on information that comes to mind and adjust until a plausible estimate is reached. This anchoring-and-adjustment heuristic is assumed to underlie many intuitive judgments, and insufficient adjustment is commonly invoked to explain judgmental biases. However, despite extensive research on anchoring effects, evidence for adjustment-based anchoring biases has only recently been provided, and the causes of insufficient adjustment remain unclear. This research was designed to identify the origins of insufficient adjustment. The results of two sets of experiments indicate that adjustments from self-generated anchor values tend to be insufficient because they terminate once a plausible value is reached (Studies 1a and 1b) unless one is able and willing to search for a more accurate estimate (Studies 2a-2c).

Overcoming intuition: metacognitive difficulty activates analytic reasoning.

Humans appear to reason using two processing styles: System 1 processes that are quick, intuitive, and effortless and System 2 processes that are slow, analytical, and deliberate that occasionally correct the output of System 1. Four experiments suggest that System 2 processes are activated by metacognitive experiences of difficulty or disfluency during the process of reasoning. Incidental experiences of difficulty or disfluency--receiving information in a degraded font (Experiments 1 and 4), in difficult-to-read lettering (Experiment 2), or while furrowing ones brow (Experiment 3)--reduced the impact of heuristics and defaults in judgment (Experiments 1 and 3), reduced reliance on peripheral cues in persuasion (Experiment 2), and improved syllogistic reasoning (Experiment 4). Metacognitive experiences of difficulty or disfluency appear to serve as an alarm that activates analytic forms of reasoning that assess and sometimes correct the output of more intuitive forms of reasoning.

Creating Social Connection Through Inferential Reproduction Loneliness and Perceived Agency in Gadgets, Gods, and Greyhounds

People are motivated to maintain social connection with others, and those who lack social connection with other humans may try to compensate by creating a sense of human connection with nonhuman agents. This may occur in at least two ways—by anthropomorphizing nonhuman agents such as nonhuman animals and gadgets to make them appear more humanlike and by increasing belief in commonly anthropomorphized religious agents (such as God). Three studies support these hypotheses both among individuals who are chronically lonely (Study 1) and among those who are induced to feel lonely (Studies 2 and 3). Additional findings suggest that such results are not simply produced by any negative affective state (Study 3). These results have important implications not only for understanding when people are likely to treat nonhuman agents as humanlike (anthropomorphism), but also for understanding when people treat human agents as non-human (dehumanization).

Who Sees Human?: The Stability and Importance of Individual Differences in Anthropomorphism

Anthropomorphism is a far-reaching phenomenon that incorporates ideas from social psychology, cognitive psychology, developmental psychology, and the neurosciences. Although commonly considered to be a relatively universal phenomenon with only limited importance in modern industrialized societies—more cute than critical—our research suggests precisely the opposite. In particular, we provide a measure of stable individual differences in anthropomorphism that predicts three important consequences for everyday life. This research demonstrates that individual differences in anthropomorphism predict the degree of moral care and concern afforded to an agent, the amount of responsibility and trust placed on an agent, and the extent to which an agent serves as a source of social influence on the self. These consequences have implications for disciplines outside of psychology including human–computer interaction, business (marketing and finance), and law. Concluding discussion addresses how understanding anthropomorphism not only informs the burgeoning study of nonpersons, but how it informs classic issues underlying person perception as well.

Creating Social Connection Through Inferential Reproduction

People are motivated to maintain social connection with others, and those who lack social connection with other humans may try to compensate by creating a sense of human connection with nonhuman agents. This may occur in at least two ways—by anthropomorphizing nonhuman agents such as nonhuman animals and gadgets to make them appear more humanlike and by increasing belief in commonly anthropomorphized religious agents (such as God). Three studies support these hypotheses both among individuals who are chronically lonely (Study 1) and among those who are induced to feel lonely (Studies 2 and 3). Additional findings suggest that such results are not simply produced by any negative affective state (Study 3). These results have important implications not only for understanding when people are likely to treat nonhuman agents as humanlike (anthropomorphism), but also for understanding when people treat human agents as non-human (dehumanization).

Making Sense by Making Sentient: Effectance Motivation Increases Anthropomorphism

People commonly anthropomorphize nonhuman agents, imbuing everything from computers to pets to gods with humanlike capacities and mental experiences. Although widely observed, the determinants of anthropomorphism are poorly understood and rarely investigated. We propose that people anthropomorphize, in part, to satisfy effectance motivation-the basic and chronic motivation to attain mastery of ones environment. Five studies demonstrated that increasing effectance motivation by manipulating the perceived unpredictability of a nonhuman agent or by increasing the incentives for mastery increases anthropomorphism. Neuroimaging data demonstrated that the neural correlates of this process are similar to those engaged when mentalizing other humans. A final study demonstrated that anthropomorphizing a stimulus makes it appear more predictable and understandable, suggesting that anthropomorphism satisfies effectance motivation. Anthropomorphizing nonhuman agents seems to satisfy the basic motivation to make sense of an otherwise uncertain environment.

Are Adjustments Insufficient

Many judgmental biases are thought to be the product of insufficient adjustment from an initial anchor value. Nearly all existing evidence of insufficient adjustment, however, comes from an experimental paradigm that evidence indicates does not involve adjustment at all. In this article, the authors first provide further evidence that some kinds of anchors (those that are self-generated and known to be incorrect but close to the correct answer) activate processes of adjustment, whereas others (uncertain anchors provided by an external source) do not. It is then shown that adjustment from self-generated anchors does indeed tend to be insufficient, both by comparing the estimates of participants starting from different anchor values and by comparing estimates with actual answers. Thus, evidence is provided of adjustment-based anchoring effects similar to the accessibility-based anchoring effects observed in the traditional anchoring paradigm, supporting theories of social judgment that rely on mechanisms of insufficient adjustment.

Just going along: Nonconscious priming and conformity to social pressure

This research investigates whether conformity can be elicited or suppressed by nonconscious priming. In Experiment 1, participants were primed for either conformity or nonconformity using a scrambled sentences task and later placed into a conformity situation. As predicted, participants primed with conformity expressed views that were more similar to those of experimental confederates than did participants primed with nonconformity. To investigate whether the influence of the primes was symmetric, Experiment 2 included a neutral prime condition. Participants primed with conformity again tended to conform more than those in the other two groups, but the nonconformity primes did not induce participants to rebel against the group norm. Discussion focuses on the asymmetry in the effectiveness of the conformity and nonconformity primes.

Social Cognition Unbound: Insights Into Anthropomorphism and Dehumanization

People conceive of wrathful gods, fickle computers, and selfish genes, attributing human characteristics to a variety of supernatural, technological, and biological agents. This tendency to anthropomorphize nonhuman agents figures prominently in domains ranging from religion to marketing to computer science. Perceiving an agent to be humanlike has important implications for whether the agent is capable of social influence, accountable for its actions, and worthy of moral care and consideration. Three primary factors—elicited agent knowledge, sociality motivation, and effectance motivation—appear to account for a significant amount of variability in anthropomorphism. Identifying these factors that lead people to see nonhuman agents as humanlike also sheds light on the inverse process of dehumanization, whereby people treat human agents as animals or objects. Understanding anthropomorphism can contribute to a more expansive view of social cognition that applies social psychological theory to a wide variety of both human and nonhuman agents.