Digital Chameleons

The 'Chameleon Effect' refers to the, "Tendency for mimickers to gain social influence in computer-mediated communication."  In past studies, Bailenson & Yee report, participants show a preference toward confederates that mimick non-verbal communication and gestures.  They rated these chameleons as more likable and their interactions as more smooth.  The authors argue that, "Both unintentional (automatic) and intentional mimicry facilitate and express social affiliation and prosocial behaviour..."

For the study Bailenson & Yee used a Collaborative Virtual Environment (CVE) where participants in different locations had their verbal and nonverbal behaviours mapped onto online avatars.  Because the CVEs are completely digital it is easy for a user, through the use of an algorithm, to mimic other users, even to go so far as to have one's avatar appear differently to individual users.

The findings were interesting.  Bailenson & Yee note that participants viewed the mimicking agent as more persuasive and likable, and were less likely to turn their heads such that the chameleon was outside their field of vision.  They also state that the participants no the whole did not explicitly notice they were being mimicked.

The authors do note that the mimicking agent acted in a way that was contingent on the participants behaviour, and that this could have confounded the study as it was an uncontrolled variable. 

Bailenson & Yee continue by telling us that the chameleon effect continues, even when the participant knew the agent was the embodiment of a non-human artificial intelligence. 

This suggests that with a few relatively simple lines of code a person can create an online avatar that will be positioned to create the best possible impression in a virtual environment.  It will be interesting to discover what effect this could have in online commercial dealings or business relationships.

Bailenson, J., & Yee, N. (2005). Digital chameleons automatic assimilation of nonverbal gestures in immersive virtual environments. Psychological Science, 16(10), 814-819.