The Effect of Technology on Human Social Perception: A Multi-methods NeuroIS Pilot Investigation

Peter Walla () and Sofija Lozovic
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Peter Walla: Webster Vienna Private University
Sofija Lozovic: Webster Vienna Private University

A chapter in Information Systems and Neuroscience, 2020, pp 63-71 from Springer

Abstract: Abstract Effects of digital communication have been reported, but with only little physiological data backing. The purpose of this pilot study was to use a multi-methods approach to investigate in digital natives the effects of reading from a mobile device, listening to an audio recording and listening to an actual person present, who reads out loud. Self-reported pleasantness and arousal as conscious data, startle reflex modulation, skin conductance and heart rate as non-conscious data were recorded for each condition. The findings indicate that physiological arousal measures tend to match respective self-report measures both indicating higher arousal levels for social conditions. However, physiological valence measures do not match their corresponding self-report measures. Listening to an audio recording and listening to a real person reading were rated as more pleasant than reading alone. However, listening to a present person reading out loud resulted in the most negative subcortical raw affective responses in digital native’s brains.

Keywords: Self report versus objective data; Multi-methods; NeuroIS; Social neuroscience; Digital technology; Socialization; Digital overuse (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-030-28144-1_7

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DOI: 10.1007/978-3-030-28144-1_7

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