Drawing power of virtual crowds

The sentiment of a virtual rock concert

We created a virtual reality version of a 1983 performance by Dire Straits, this being a highly complex scenario consisting of both the virtual band performance and the appearance and behaviour of the virtual audience surrounding the participants. Our goal was to understand the responses of participants, and to learn how this type of scenario might be improved for later reconstructions of other concerts. To understand the responses of participants we carried out two studies which used sentiment analysis of texts written by the participants. Study 1 (n = 25) (Beacco et al. in IEEE Virtual Reality: 538-545, 2021) had the unexpected finding that negative sentiment was caused by the virtual audience, where e.g. some participants were fearful of being harassed by audience members. In Study 2 (n = 26) notwithstanding some changes, the audience again led to negative sentiment-e.g. a feeling of being stared at. For Study 2 we compared sentiment with questionnaire scores, finding that the illusion of being at the concert was associated with positive sentiment for males but negative for females. Overall, we found sentiment was dominated by responses to the audience rather than the band. Participants had been placed in an unusual situation, being alone at a concert, surrounded by strangers, who seemed to pose a social threat for some  of them. We relate our findings to the concept of Plausibility, the illusion that events and situations in the VR are really happening. The results indicate high Plausibility, since the negative sentiment, for example in response to being started at, only makes sense if the events are experienced as actually happening. We conclude with the need for co-design of VR scenarios, and the use of sentiment analysis in this process, rather than sole reliance on concepts proposed by researchers, typically expressed through questionnaires, which may not reflect the experiences of participants.

Supplementary Information

The online version contains supplementary material available at 10.1007/s10055-022-00685-9.

Evidence for a two-step model of social group influence

Social group influence plays an important role in societally relevant phenomena such as rioting and mass panic. One way through which groups influence individuals is by directing their gaze. Evidence that gaze following increases with group size has typically been explained in terms of strategic processes. Here, we tested the role of reflexive processes. In an ecologically valid virtual reality task, we found that participants were more likely to follow the group’s gaze when more people looked, even though they knew the group provided no relevant information. Interestingly, participants also sometimes changed their mind after starting to follow the gaze of the group, indicating that automatic imitation can be overruled by strategic processes. This suggests that social group influence is best explained by a two-step model in which bottom-up imitative processes first elicit a reflexive tendency to imitate, before top-down strategic processes determine whether to execute or inhibit this reflex.

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Groups influence human behavior in two stages

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First, groups elicit a reflexive tendency to imitate

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Second, strategic processes decide to execute or inhibit this reflex

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Social group conformity may be more automatic than previously thought

Standing out from the crowd: Both cue numerosity and social information affect attention in multi-agent contexts

Groups of people offer abundant opportunities for social interactions. We used a two-phase task to investigate how social cue numerosity and social information about an individual affected attentional allocation in such multi-agent settings. The learning phase was a standard gaze-cuing procedure in which a stimulus face could be either uninformative or informative about the upcoming target. The test phase was a group-cuing procedure in which the stimulus faces from the learning phase were presented in groups of three. The target could either be cued by the group minority (i.e., one face) or majority (i.e., two faces) or by uninformative or informative stimulus faces. Results showed an effect of cue numerosity, whereby responses were faster to targets cued by the group majority than the group minority. However, responses to targets cued by informative identities included in the group minority were as fast as responses to targets cued by the group majority. Thus, previously learned social information about an individual was able to offset the general enhancement of cue numerosity, revealing a complex interplay between cue numerosity and social information in guiding attention in multi-agent settings.

Collective rule-breaking

Rules form an important part of our everyday lives. Here we explore the role of social influence in rule-breaking. In particular, we identify some of the cognitive mechanisms underlying rule-breaking and propose approaches for how they can be scaled up to the level of groups or crowds to better understand the emergence of collective rule-breaking. Social contagion plays an important role in such processes and different dynamics such as linear or rapid nonlinear spreading can have important consequences for interventions in rule-breaking. A closer integration of cognitive psychology, microsociology and mathematical modelling will be key to a deeper understanding of collective rule-breaking to turn this field of research into a predictive science.

Contagious yawning in virtual reality is affected by actual, but not simulated, social presence

Contagious yawning occurs in humans and a few other highly social animals following the detection of yawns in others, yet the factors influencing the propagation of this response remain largely unknown. Stemming from earlier laboratory research, we conducted five experiments to investigate the effects of social presence on contagious yawning in virtual reality (VR). We show that, similar to a traditional laboratory setting, having a researcher present during testing significantly inhibited contagious yawning in VR, even though participants were viewing a virtual environment and unable to see the researcher. Unlike previous research, however, manipulating the social presence in VR (i.e., embedding recording devices and humanoid avatars within the simulation) did not affect contagious yawning. These experiments provide further evidence that social presence is a powerful deterrent of yawning in humans, which warrants further investigation. More generally, these findings also have important applications for the use of VR in psychological research. While participants were quite sensitive to social stimuli presented in VR, as evidenced by contagious yawning, our results suggest a major difference in the influence of social factors within real-world and virtual environments. That is, social cues in actual reality appear to dominate and supersede those in VR.