Abstract
Alongside the highly rapid development of virtual reality technology, embodied agents will become soon a common element of human–computer interactions. Our study analyzed the interactional influence of social status, personal attitudes (homophobia and social status importance), and culture on the efficiency of the virtual Midas touch effect. From a human perspective, we focused on the cultural background related to the social norms of touch, homophobia, and social status importance. In Poland, a noncontact culture, men avoid same-gender touch and also score very high on male homophobia. Catalonia, on the other hand, has a contact culture, where same-gender male touch is rather common and natural. Catalonia is also one of the most inclusive and open societies in the world. From an embodied agent’s perspective, we asked whether the agent’s social status influences compliance with virtual touch. We used a modified paradigm of the ultimatum game to observe whether Polish and Catalan men are more compliant when touched by high- or low-status agents. Our results suggest that the virtual interpersonal touch and social status importance influence compliance with a moderating effect of culture. We found also a significant effect of the offer’s value and a moderating effect of culture and homophobia on compliance.
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In Poland, due to fiscal regulations, paying in cash was not possible.
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Acknowledgements
The first author benefits from the Prelude and Etiude grants from the National Centre of Science in Poland (2014/15/N/HS6/04135 and 2016/20/T/HS6/00599). We would like to thank prof. Mel Slater for his comments on the study design and Ramon Oliva, Jose Valenzuela, and Alejandro Beacco for their help on the development of the virtual environment.
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All authors contributed to the study conception and design. Material preparation, data collection, and analysis were performed by Justyna Świdrak, Grzegorz Pochwatko, Xavi Navarro, and Laura Osęka. The first draft of the manuscript was written by Justyna Świdrak, and all authors commented on previous versions of the manuscript. All authors read and approved the final manuscript.
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The study was approved by the University of Barcelona and the Institute of Psychology, Polish Academy of Sciences ethics committees.
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Appendices
Appendix: Scales
Table Social Status Importance (SSI)
English | Polish | Spanish |
|---|---|---|
High social status is important to me | Wysoki status społeczny jest dla mnie ważny | Un alto estatus social es importante para mí |
I have chosen my educational and/or professional path mainly due to its prestigious character | Wybrałem moją ścieżkę edukacji i/lub zawód głównie ze względu na ich prestiżowy charakter | Yo elegí mi trayectoria educativa o profesional principalmente debida a su prestigio |
I show particular respect to people higher than me | Osobom postawionym wyżej ode mnie okazuję szczególny szacunek | Para las personas de posición más alta que la mía muestro un respeto especial |
I treat everyone in the same way, regardless whether they stand higher or lower than me on the social ladder | Każdgo traktuję tak samo, niezależnie od tego, czy stoi na drabinie społecznej wyżej czy niżej niż ja* | Trato cada persona de la misma manera, independientemente de que estén en la escala social más alta o más baja de lo que esté yo |
1—I strongly disagree 5—I strongly agree | 1—zdecydowanie się nie zgadzam 5—zdecydowanie się zgadzam | 1—totalmente en desacuerdo 5—totalmente de acuerdo |
Psychophysiological reaction to touch
2.1 Data analysis
We used the BIOPAC MP150 system with a set of amplifiers: GSR100C, 3xEMG100C, BioNomadix BN-ECG, and RSP100C for recording the skin conductance, heart rate, and facial electromyography signal. Event markers were recorded by the UIM100C module. Statistical models were run in SPSS 25, and plots were prepared in Python’s seaborn library.
2.1.1 Skin conductance
A low-pass filter of 10 Hz and a 0.5 Hz high-pass filter were used to clean the signal. The record was pre-examined, and artifacts were corrected (Benedek and Kaernbach 2010). Next, it was divided into six 1-second-long epochs: one before the marker (baseline) and five after it. The epochs were standardized by subtracting the baseline value and dividing by the standard deviation.
2.1.2 Heart rate
We applied to the raw heart rate signal a low-pass filter 35 Hz, 50 Hz and high-pass filter 1 Hz. It was divided into six 1-second-long epochs: one before the marker (baseline) and five after it. In the end, each epoch was baseline-corrected. Both skin conductance and heart rate were analyzed with two general linear models with repeated measures. In each model, the factor consisted of five baseline-corrected epochs after the marker; the between-subject factors were: group (0—Catalan, 1—Polish), agent (0—low status, 1—high status), and touch or its absence (0—no touch, 1—touch).
2.1.3 Electromyography
A visual analysis of the signal yielded massive artifacts. To avoid a risk of drawing false conclusions, we decided to exclude EMG analysis from the manuscript.
Results
3.1 Skin conductance
Since the Mauchly’s sphericity test was significant (p < .001), we applied the Greenhouse–Geisser correction. We found a significant change in skin conductance (F(2.24,1000) = 9.05, p < .001). Moreover, there were significant interactions with group (F(2.24,1000) = 10.80, p < .001) and touch (F(2.24, 1000) = 46.6, p < .001) (Fig. 7).
Changes in skin conductance in reaction to touch in Polish and Catalan men
Calculated for the fourth epoch, ANOVA demonstrated a significant effect of group (F(1,575) = 25.95, p < .001), touch (F(1,575) = 37.11, p < .001), and their interaction (F(1,575) = 8.13, p = .005). Polish men reacted with the highest increase in skin conductance 4 s after the touch started. Catalans also reacted to touch of the EA but the effect was smaller.
3.2 Heart rate
There were no significant changes on heart rate (Fig. 8).
Changes in heart rate in reaction to touch in Polish and Catalan men
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Świdrak, J., Pochwatko, G., Navarro, X. et al. The joint influence of social status and personal attitudes in a contact and open versus a noncontact and homophobic culture on the virtual Midas touch. Virtual Reality 24, 619–633 (2020). https://doi.org/10.1007/s10055-019-00423-8
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DOI: https://doi.org/10.1007/s10055-019-00423-8