Peer-mediation of the adoption of efficient software interaction methods: A model based on priming

Authors:
Franklin P. Tamborello, II;S. Camille Peres;Vickie D. Nguyen;Michael D. Fleetwood
Affiliations:
Cogscent, LLC, 1010 25th St. NW, Ste. 701, Washington, DC 20037, United States;University of Houston-Clear Lake, Bayou Building, Suite 2617, Office 3, University of Houston-Clear Lake, MS 307, 2700 Bay Area Blvd., Houston, TX 77058, United States;University of Texas Health Science Center at Houston, 7000 Fannin, Suite 600, Houston, TX 77030, United States;Enterprise Information Management, 2060 Briargate Pkwy, Colorado Springs, CO 80920, United States
Venue:
Computers in Human Behavior
Year:
2013

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Abstract

Our peers are an important source from which we glean new information or are reminded of old information that influences our behavior (Bandura, Ross, & Ross, 1961; Osman, 2008; Rieman, 1996). One important domain in which this phenomenon functions is the adoption of efficient means of accomplishing our work (Peres, Tamborello, Fleetwood, Chung, & Paige-Smith, 2004). Using a novel peer mediation paradigm, we performed an empirical study of efficient method adoption in a software usage task and observed a causal effect of peer behavior modeling. Our computational cognitive model explains the peer modeling effect in terms of priming the memory of the efficient method. We conclude that behavior changes do result from peer interactions that prime memories for the targeted behaviors.