The Role of Social Norm in User-Engagement and Appreciation of the Web Interface Agent Bonzi Buddy

A small pilot experiment (N=14) investigated userengagement (i.e. involvement and distance) and appreciation of the Web interface agent Bonzi Buddy, a monkey-like cartoon figure that assists in performing computer tasks and that claims to provide empathic functionality. The study focused on the effects of peer-group norms on individual judgments of anthropomorphic Web applications. The experiment was performed with master students of Computer Science at the Vrije Universiteit, Amsterdam, using a structured questionnaire. Preparatory activation of the norms of the peer group positively impacted the subjectively experienced level of involvement as well as of distance. Given the initial low personal involvement, this may be interpreted as a result of group conformity and regression to the average, but in view of the moderate level of estimated group distance, unexpectedly, as rebellion against such group restraints as well. The level of appreciation remained unaffected.