Zoom and Gloom: A Mixed-Methods Approach to Understanding the Implications of Digital Disruptions on Experiential Processing in Remote Communication

Abstract

In recent years we have seen an increase in the use of remote communication platforms such as Microsoft Teams and Zoom. Unfortunately, digital disruptions such as drop out, lag, and echo are common in these exchanges. While often beyond the user's control, evidence suggests that these instances of digital disruption may systematically negatively influence impressions of the speaker and the messages they share (Newman & Schwarz, 2018).

Research on cognitive fluency provides one account for this and posits that when individuals encounter new information, they are sensitive to the content but also the relative ease or difficulty required to process that content (Alter & Oppenheimer, 2009; Schwarz, 2015). A substantial body of literature has demonstrated that people draw on these processing experiences when forming judgements, such that fluent experiences are evaluated more positively than disfluent experiences (e.g. Reber et al., 2004; Reber & Schwarz, 1999). This thesis draws on quantitative and qualitative methodologies to examine the impact of technology-based fluency effects in remote communication contexts. Previous research has suggested that when individuals are aware of the source of processing difficulty on their judgements, they can spontaneously discount fluency as a cue in their decision making (Oppenheimer, 2004; Oppenheimer & Frank, 2008). Across three lines of research, this thesis examines how awareness of technology-based fluency biases impacts the extent to which people draw on experiential processing in their judgements.

In Study 1, we conducted two experiments to examine the extent to which audio fluency effects replicated when participants made judgements for themselves and others. We replicated previous studies, finding robust technology-based fluency effects for judgements made for themselves and others. Further, we found that when explicitly prompted to consider audio as a potential source of bias they demonstrated awareness for the influence, and considered others more vulnerable than themselves. In Study 2, we performed qualitative content analysis to explore the extent to which participants were aware of technology-based fluency effects in mock telehealth consultations. When asked to reflect on their experiences, participants most frequently volunteered thoughts on the audio quality of the consultations and how this either aided or impeded their ability to engage with the information being shared. These findings highlight individual's sensitivity to processing experience and captures people's ability to articulate how technology-based fluency effects may impact their impressions and judgements. Finally, in Study 1, we conducted two experiments to explore the efficacy of instructions in attenuating technology-based fluency effects. We examined both instructions that focused on drawing attention to variations in audio quality and the source responsible for these variations. Our results demonstrated the robust influence of auditory processing experiences on judgements as the two types of instructions had negligible effects on reducing technology-based fluency biases.

Ultimately, across three lines of research our findings speak to the intractable nature of auditory processing experiences on judgement and decision making. Despite qualitative and quantitative accounts suggesting that individuals were aware of the influence of audio disruption on their experience and decision making, we found no evidence that participants were able to correct for this experience. Further, manipulations that draw attention to the source of cognitive difficulty do not appear to mitigate the negative effects of digital disruptions. As governments work to bridge the digital divide in broadband access, disparities in device access persists (Napoli & Obar, 2014). These findings raise critical concerns about equity in critical remote exchanges - e.g., telehealth, virtual courts - that are reliant on technology. Show more