Culture, Media & Deception
Joey F. GeorgeFlorida State University
OverviewJustificationLiterature reviewStudy 1: Media selectionStudy 2: Deception detectionConclusions
HistoryMy interest in deceptive CMC goes
back to about 1993AFOSR grant 2001-2006Deception literature had largely left
unexplored issues dealing with CMC, groups & culture
Four studies investigating cultural differences, two of which were dissertations that will be reported on here
Justification for Cultural Studies
With the rapid spread of CMC, it is now possible for billions of people all over the world to make video calls with each other via Skype for free
With increased (and low cost) exposure to people from many different cultures, it wouldn’t hurt to expand our understanding of other cultures
In any communication event, the possibility of deception is always present – What do we know about deceptive practices and attitudes towards deception in cultures other than our own?
Overall Research QuestionDo espoused cultural values affect
deceptive behavior and deception detection accuracy within and between people of varying cultures using CMC?
Literature ReviewComputer-mediated
communication (CMC)DeceptionCultureCMC & CultureDeception & CMCDeception & Culture
Literature ReviewComputer-mediated
communication (CMC)◦Media Synchronicity Theory (Dennis,
et al, 2008)DeceptionCultureCMC & CultureDeception & CMCDeception & Culture
MST
Literature ReviewComputer-mediated
communication (CMC)Deception
◦IDT (Buller & Burgoon, 1996)CultureCMC & CultureDeception & CMCDeception & Culture
Behavioral Adaptation
ReceiverInterpretation
&Judgment
Perceived Success
Discern Truth/
Deception
CO
NTE
XT
& R
ELA
TIO
NS
HIP
InitialMessage
Behavioral Adaptation
Sender
Interpersonal Deception Theory
Literature ReviewComputer-mediated
communication (CMC)DeceptionCulture
◦Theory of Cultural Differences (Hofstede, 1980)
CMC & CultureDeception & CMCDeception & Culture
Hofstede & CultureFour dimensions of national
culture:◦Collectivism◦Power distance◦Uncertainty avoidance◦Masculinity
Literature ReviewComputer-mediated communication
(CMC)DeceptionCultureCMC & Culture
◦Media use varies by culture (e.g., Lee & Lee, 2003)
Deception & CMCDeception & Culture
Literature ReviewComputer-mediated
communication (CMC)DeceptionCultureCMC & CultureDeception & CMC
◦Differences in cues transmitted (see chart)
Deception & Culture
Deception & CMCBehavior Video Audio WrittenLess talking time Detectable DetectableFewer details Detectable Detectable DetectableMore pressed lips DetectableLess plausibility Detectable Detectable DetectableLess logical structure Detectable Detectable DetectableMore discrepancies and ambivalence Detectable Detectable DetectableLess verbal and vocal involvement Detectable DetectableFewer illustrators Detectable Detectable DetectableLess verbal immediacy (all categories) Detectable Detectable DetectableLess verbal and vocal immediacy (impressions) Detectable DetectableMore verbal and vocal uncertainty (impressions) Detectable DetectableMore chin raises DetectableMore word and phrase repetitions Detectable DetectableLess cooperative Detectable DetectableMore negative statements and complaints Detectable DetectableLess facial pleasantness DetectableMore nervous and tense (overall) Detectable DetectableMore vocal tension Detectable DetectableHigher frequency, pitch Detectable DetectableMore pupil dilation DetectableMore fidgeting DetectableFewer spontaneous corrections Detectable DetectableLess admitted lack of memory Detectable Detectable DetectableMore related external associations Detectable Detectable Detectable
Literature ReviewComputer-mediated
communication (CMC)DeceptionCultureCMC & CultureDeception & CMCDeception & Culture
◦Some cultural differences discovered (see chart)
Sample of Deception-Related Cultural DifferencesStudy Countries Select FindingsTriandis et al 2001
Korea, Hong Kong, Greece, Japan, US, Australia, Netherlands, Germany
Collectivist groups more apt to deceive in business negotiations than individualist groups
Fu et al 2001
Canada & Chinese Canadians considered lies concealing pro-social behavior to be lies, but Chinese did not & rated such behavior favorably
Cheng & Broadhurst 2005
Hong Kong Chinese Observers better able to identify deception in their second language than in native language
Al-Simadi 2000
Jordan & Malaysia Individuals detected 52% of lies within their own cultures & 57% between cultures
Bond & Atoum 2000
US, Jordan & India Individuals do not perceive those from other cultures as more deceptive than individuals from their own culture
Study 1: Media selectionDissertation by Chris Furner,
West Texas A&M UniversityRQ: How does espoused national
culture influence media choice in a deceptive context?
Research DesignCreated 4 scenarios, which varied by:
◦Familiarity (stranger or friend)◦Severity of the situation (trivial or serious)
Embedded scenarios in questionnaires, which also included demographic and other items
Questionnaire translated into Mandarin & back to English; discrepancies addressed
Distributed to 261 American students and 194 Chinese students (PRC)
Research ProceduresQuestionnaires distributed to
students at universities in US & PRCEach questionnaire contained 1 of the
4 scenariosIn each scenario, boss asks employee
to lieRespondent asked to choose one
medium for the deceptive taskRespondent asked to give a reason
for the choice
Overall Choice Frequencies
Option Choice PercentFace-to-face 185 40.7Telephone 93 20.5E-mail 54 11.9Refuse 50 11.0Memo 32 7.0Letter 20 4.4Videoconferencing 13 2.9Voice-mail 4 0.9IM 3 0.7
Choice by GroupOption US Percent PRC PercentRefuse 44 16.9 6 3.1Telephone 64 24.5 29 15.9Memo 29 11.1 3 1.6E-mail 28 10.7 26 13.5Face-to-face 80 30.7 105 54.4Letter 12 4.6 8 4.1Videoconferencing
3 1.1 10 5.2
Voice-mail 1 0.4 3 1.6IM 0 0.0 3 1.6Totals 261 100 193 100
Ranked Choices by Groups
Option US Percent PRC PercentFace-to-face 80 30.7 105 54.4Telephone 64 24.5 29 15.9Refuse 44 16.9Memo 29 11.1E-mail 28 10.7 26 13.5Videoconferencing
10 5.2
Letter 12 4.6 8 4.1Refuse 6 3.1Videoconferencing
3 1.1
Voice-mail 1 0.4 3 1.6IM 0 0.0 3 1.6Memo 3 1.6Totals 261 100 193 100
Edited Choice FrequenciesOption US PRC TotalFace-to-face 80 105 185Telephone 64 29 93E-mail 28 26 54Memo 29 3 32Letter 12 8 20Totals 213 171 384
* Chi-square test is significant at the p < .000 level
Findings by Cultural Characteristic
Individuals who scored highly on espoused collectivism preferred to lie using text-based media (F (3, 370) = 2.811, p=0.039)
Individuals who scored highly on espoused power distance preferred to lie using voice-based media (F (3, 370) = 3.01, p=0.030)
Individuals who scored highly on espoused masculinity preferred to use visual media when lying (F (3, 370) = 7.683, p < 0.001)
Study 2: Deception detection
Dissertation by Carmen Lewis, now at Troy University
Work supported by Gabe Giordano, who was at IESE in Barcelona at the time data were collected, & who is now at Miami University
RQ1: To what extent does CMC affect deceptive behavior and deception detection?
RQ2: How do espoused cultural values affect deceptive behavior and deception detection accuracy within and between people of varying cultures using CMC?
Experimental Design
Experimental Procedures
Phase 1Conduct CMC Résumé Interviews
Subjects: Students
Honest and dishonest communication took place during the questioning of the résumé-based interview
The interviewee was videotaped:20 American, 20 Spanish
Phase 2Edit Tapes
The interview tapes were edited to separate honest and dishonest exchanges
2 stimulus tapes32 snippets per tape: 16 honest, 16 dishonest8 audio/video, 8 audio, 8 video, 8 text
Phase 3Test Deception Detection Ability
Third-party observers watched the stimulus via a computer:106 American, 104 Spanish
Each observer was asked to document where the lying occurred and what cues indicated that the interviewee was being dishonest
Observer: Interviewee:
The Stimulus “Reel”Part of what the participants sawExamples to show you:
◦One audio◦One text◦One video only◦4 audio/visual examples:
2 American: one honest, one not 2 Spanish: one honest, one not
Part of the questionnaire itself
Audio
Text• Interviewer: How would this scholarship help
you in any way?• Interviewee: Umm, the scholarship would
really help me out with umm … Well I am actually a student completely umm financially independent from my parents. So, the scholarship would help me with uh finishing up paying my tuition, my books, and my living expenses here on campus.
• Interviewer: And what’s your year in college?• Interviewee: I’m a senior.
Video Only
4Full A/V Examples
The Questionnairehttp://www.surveymonkey.com/s.
aspx?sm=21uW_2f2xgGMHctt7u3JBDZw_3d_3d
Some Preliminary Findings:Veracity Judgment SuccessCulture of the Judge Culture of the Interviewee
U.S. Spain
U.S. 15.15 (47%) 19.23 (60%)
Spain 16.37 (51%) 18.92 (59%)
Veracity Judgment Success (cont’d)
Culture Veracity Judgment SuccessTruths Deceptions
U.S. Judge9.83 (61%) 5.37 (34%)U.S. Snippet
U.S. Judge10.69 (67%) 8.56 (54%)Spain Snippet
Spain Judge10.08 (63%) 8.85 (55%)Spain Snippet
Spain Judge9.02 (56%) 7.18 (45%)U.S. Snippet
Veracity Judgment Success (cont’d)
Condition Mean SD % Correct
Audio and Video 4.58 1.38 57%
Audio Only 4.48 1.32 56%
Text-Based 4.35 1.40 54%
Video Only 4.00 1.48 50%
Preliminary Findings Regarding Reliable Indicators of Deception
Both groups, visual cues:◦Adaptors (excessive hand movements,
fidgeting)Spanish interview participants, visual
cues:◦Smiling◦Swallowing more strongly than usual◦Pressed lips
American interview participants, visual cues:◦Less facial pleasantness
Reliable Indicators of Deception (con’t)
Both groups, verbal cues:◦Changes in vocal pitch◦Repetition◦Illogical sentence structure◦Brief replies◦Pauses & hesitations
Reliable Indicators of Deception (con’t)
Easy cues for all judges to detect:◦Pauses & hesitations◦Changes in vocal pitch
One incorrect cue commonly cited:◦Gaze aversion
Concluding RemarksThere are differences in
deceptive behavior and these differences do seem to have some impact on deception detection
However, there is still much to learn about these differences, especially at the intersection of culture, deception & CMC