Social Disposition and Anthropomorphism of Smartphones

Abstract

Smartphones are the most personalized and in the meantime the most anthropomorphized computing and communication technology in our society. Existing studies, especially Computers as Social Actors studies, on anthropomorphism and social interactions focus on how to implement and elicit positive anthropomorphic effects but fail to address the motivations and dispositional factors. Through an online survey that incorporates well-tested social psychological scales, this study provides empirical evidences that smartphone users’ social dispositions including chronic loneliness, attachment style, and cultural orientations are associated with their acceptance and awareness of anthropomorphism. Findings in this study suggest that existing studies are limited to method of choice and overlooked how people adapt to communication technologies differently in real life settings. Anthropomorphic design in communication technology and anthropomorphized message in advertising strategies need further examination when targeting a diversified or specified demographic.