Trust in Computers: The Computers-Are-Social-Actors (CASA) Paradigm and Trustworthiness Perception in Human-Computer Communication

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Author(s): Jong-Eun Roselyn Lee (Hope College, USA)and Clifford I. Nass (Stanford University, USA)
Copyright: 2010
Pages: 15
Source title: Trust and Technology in a Ubiquitous Modern Environment: Theoretical and Methodological Perspectives
Source Author(s)/Editor(s): Dominika Latusek (Kozminski Business School, Poland)and Alexandra Gerbasi (California State University Northridge, USA)
DOI: 10.4018/978-1-61520-901-9.ch001

Keywords: Information Science Reference / Information Trust / IT Security and Ethics / Security & Forensics

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Abstract

Research based on the Computers-Are-Social-Actors (CASA) paradigm has documented that people’s responses to computers are fundamentally “social”—that is, people apply social rules, norms, and expectations core to interpersonal relationships when they interact with computers. In light of the CASA paradigm, identifying the conditions that foster or undermine trust in the context of interpersonal communication and relationships may help us better understand the trust dynamics in human-computer communication. This chapter discusses experimental studies grounded in the CASA paradigm that demonstrate how (1) perceived people-computer similarity in personality, (2) manifestation of caring behaviors in computers, and (3) consistency in human/non-human representations of computers affect the extent to which people perceive computers as trustworthy.

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Trust in Computers: The Computers-Are-Social-Actors (CASA) Paradigm and Trustworthiness Perception in Human-Computer Communication

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