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Social Presence and Dishonesty in Retail

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Proceedings of the 32nd International BCS Human Computer Interaction Conference (HCI)

Human Computer Interaction Conference

4 - 6 July 2018

Embodied agents, anthropomorphism, retail shrinkage, social presence, self-service, eye tracking

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      Abstract

      Self-service checkouts (SCOs) in retail can benefit consumers and retailers, providing control and autonomy to shoppers independent from staff, together with reduced queuing times. Recent re-search indicates that the absence of staff may provide the opportunity for consumers to behave dishonestly, consistent with a perceived lack of social presence. This study examined whether a social presence in the form of various instantiations of embodied, visual, humanlike SCO interface agents had an effect on opportunistic user behaviour, i.e. an individual taking unwarranted ad-vantages. Using a simulated SCO scenario, participants experienced various dilemmas in which they could financially benefit themselves undeservedly. We hypothesised that a humanlike social presence integrated within the checkout screen would receive more attention and result in fewer instances of dishonesty compared to a less humanlike agent. This was partially supported by the results. The findings contribute to the theoretical framework in social presence research. We con-cluded that companies adopting self-service technology may consider the implementation of social presence in technology applications to support ethical consumer behaviour, but that more re-search is required to explore the mixed findings in the current study.

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      Most cited references 47

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          We examined the effect of an image of a pair of eyes on contributions to an honesty box used to collect money for drinks in a university coffee room. People paid nearly three times as much for their drinks when eyes were displayed rather than a control image. This finding provides the first evidence from a naturalistic setting of the importance of cues of being watched, and hence reputational concerns, on human cooperative behaviour.
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            Author and article information

            Affiliations
            [1 ] Abertay University

            Bell Street, Dundee DD1 1HG, UK
            [2 ] NCR Corporation

            3 Fulton Road, Dundee DD2 4SW, UK
            Contributors
            Conference
            July 2018
            July 2018
            : 1-12
            10.14236/ewic/HCI2018.34
            © Siebenaler et al. Published by BCS Learning and Development Ltd. Proceedings of British HCI 2018. Belfast, UK.

            This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

            Proceedings of the 32nd International BCS Human Computer Interaction Conference
            HCI
            32
            Belfast, UK
            4 - 6 July 2018
            Electronic Workshops in Computing (eWiC)
            Human Computer Interaction Conference
            Product
            Product Information: 1477-9358 BCS Learning & Development
            Self URI (journal page): https://ewic.bcs.org/
            Categories
            Electronic Workshops in Computing

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