The quest for appropriate models of human-likeness: anthropomorphism in media equation research

Nass’ and Reeves’ media equation paradigm within human–computer interaction (HCI) challenges long-held assumptions about how users approach computers. Given a rudimentary set of cues present in the system’s design, users are said to unconsciously treat computers as genuine interactants—extending rules of politeness, biases and human interactive conventions to machines. Since the results have wide-ranging implications for HCI research methods, interface design and user experiences, researchers are hard-pressed to experimentally verify the paradigm. This paper focuses on the methodology of attributing the necessary social cues to the agent, a core aspect of the experimental design of studies dealing with the media equation. A typology of experimental anthropomorphisms is developed, allowing an assessment of how the differing axiomatic assumptions affect the relevance of the results for an evaluation of the paradigm. The paper concludes with a series of arguments in favour of one particular anthropomorphism type for researching the media equation.