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The perceived moral qualities of web sites: implications for persuasion processes in human–computer interaction

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Abstract

This study extended the scope of previous findings in human–computer interaction research within the computers are social actors paradigm by showing that online users attribute perceptions of moral qualities to Websites and, further, that differential perceptions of morality affected the extent of persuasion. In an experiment (N = 138) that manipulated four morality conditions (universalist, relativist, egotistic, control) across worldview, a measured independent variable, users were asked to evaluate a Web site designed to aid them in making ethical decisions. Web sites offered four different types of ethical advice as participants contemplated cases involving ethical quandaries. Perceptions of the Web sites’ moral qualities varied depending on the type of advice given. Further, the Web sites’ perceived morality and participants’ worldview predicted credibility, persuasiveness, and attitudes toward the Web sites.

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Acknowledgments

N.B.—The authors are grateful to John G. Lynch and two anonymous reviewers for their insightful suggestions.

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Authors and Affiliations

  1. Virginia Tech, 108 Shanks Hall (0311), Blacksburg, VA, 24061, USA

    Robert G. Magee

  2. University of North Carolina at Chapel Hill, Chapel Hill, NC, USA

    Sriram Kalyanaraman

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  1. Robert G. Magee
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Correspondence to Robert G. Magee.

Appendix: Experimental manipulations

Appendix: Experimental manipulations

  1. 1.

    Universalist condition

    • Your decision should apply to everyone equally.

    • Those who violate moral rules must accept the consequences.

    • Keep in mind that universal standards apply.

    • Stick to the facts.

    • There are no exceptions to what is right or wrong.

    • Can your decision become universal law?

  2. 2.

    Relativist condition

    • What will result in the greatest good for most people overall, even if it hurts a few?

    • Keep in mind that this might be a unique case. What is appropriate here probably won’t be right in other situations.

    • Most things aren’t a simple matter of black and white.

    • Your perspective is largely a personal matter. Other people might see things differently.

    • Try not to impose your values on someone else.

  3. 3.

    Egotistic condition

    • As you decide, don’t forget to consider your professional future.

    • Keep in mind how this might affect your reputation as a media professional.

    • You aren’t responsible for what other people do.

    • The consequences of this decision are their problem.

    • Will this decision hurt you?

    • How could this situation be to your advantage?

  4. 4.

    Control condition

    • It is good to be somewhat thorough.

    • Timely decisions are helpful.

    • Be sincere in your deliberation.

    • Most people evaluate carefully before deciding.

    • Are you thinking about the issues?

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Magee, R.G., Kalyanaraman, S. The perceived moral qualities of web sites: implications for persuasion processes in human–computer interaction. Ethics Inf Technol 12, 109–125 (2010). https://doi.org/10.1007/s10676-009-9210-1

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