Eye Gaze and Dominance, Cues for Online Communication with Strangers

Öz

Many digital communication platforms of the new economy are built up on mechanisms to initially communicate and/or develop an acquaintance with “strangers” over displayed profile pictures. This study aims to reveal the impact of the direction of eye gaze and perceived dominance from those pictures during the process of pairing online with a stranger, for spending time in a closed environment. Preference between pairs of 66 participants through their profile pictures having a direct or averted gaze and some manipulated by facial width height ratio (fWHR) aiming to increase perceived dominance, were measured by the eye- tracking device. The findings show that when observing the profile pictures of strangers (i) gaze attracts attention to the face of gazing person, (ii) in case of perceived dominance, the gaze of a stranger induces gaze avoidance for participants. The study further predicted when the user is to prefer between pairs of people that one is perceived to be dominant, the probability of choosing the perceived non-dominant is higher. The participants’ preference of the former holdout sample was predicted consecutively by hit ratios of 81.5, 91.4 and 94.9 for three different cases. Analysis of the data revealed no systematic differences between males and females.

Anahtar Kelimeler

• Online Communication
• Attention
• Human Face
• Perception
• Decision Making
• Avoidance
• Dominance
• Online İletişim
• Dikkat
• İnsan Yüzü
• Algı
• Karar Alma
• Kaçınma
• Dominantlık

Bakış ve Baskınlık, Yabancılar ile Online İletişime Dair İpuçları

Öz

Yeni ekonomide, birçok dijital platform kendileri üzerinden gerçekleşecek, “yabancılar” ile kurulacak ilk iletişimde ve tanışma sürecinde profil fotoğraflarının kullanıldığı mekanizmaları kullanmaktadır. Bu çalışmada bu platformlardaki profil fotoğraflarındaki kişilerin baktığı yönün ve fotoğraftan algılanan baskınlığın, bireyin tercihleri ve davranışları üstündeki etkisinin ortaya çıkartılması amaçlanmıştır. Araştırmada 66 katılımcıya bir yabancı ile kapalı bir ortamda birlikte vakit geçirmeleri gerektiği söylenmiş, 8 ayrı fotoğraf çifti gösterilmiş ve her bir çiftten bir kişiyi tercih etmeleri istenmiştir. Bu süreçte katılımcının tercihlerinin yanında ekranda baktığı noktalar da göz takip cihazı ile kayıt altına alınmıştır. Çalışmada direkt bakan, farklı yöne bakan ve baskınlığı arttırmak için en-boy oranı manipüle edilmiş profil fotoğrafları kullanılmıştır. Çalışmadan elde edilen bulgularda, (i) direkt bakan profil resimlerinin daha fazla dikkat çektiği ve katılımcının bu resimlere daha fazla odaklandığı, (ii) en-boy oranı manipüle edilerek baskınlığı artırılmış resimlerde ise katılımcıların bu resimlere bakmaktan kaçındığı gözlenmiştir. Çalışma ayrıca, katılımcıların baskın görünümlü profile sahip kişileri daha az tercih ettiğini göstermiştir. Katılımcıların tercihleri iki kümeye ayrılmış ve birinci kümedeki katılımcı tercihleri sırası ile 81.5, 91.4 ve 94.9 isabet oranları ile üç ayrı fotoğraf çifti için tahmin edilebilmiştir. Toplanan verilerin analizi, erkek ve kadın katılımcılar arasında sistematik bir farklılık olmadığını ortaya koymuştur.

Anahtar Kelimeler

• Online İletişim
• Dikkat
• İnsan Yüzü
• Algı
• Karar Alma
• Kaçınma
• Dominantlık

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