Observer and Incentive Effects on Word Association Responding

Abstract

A mere presence drive model of social presence effects and a self-presentation one were compared using a word association task in which Observation and Incentive were varied as between-subjects factors. Also, the word list contained two within-subjects factors-type of word, including censorable as well as neutral words, and commonality of the stimulus. Speed, commonness, and objectionable quality of responses, and self-reports of affect were dependent measures. Incentive, but not Observation, significantly increased speed, while Observation, but not Incentive, resulted in a significantly lower number of objectionable responses. Differences on these and other measures are contrary to an explanation framed in mere presence drive terms, but are consonant with a self-presentation model, especially in a revised, information-processing version.