Following Langer (1992), this article reviews a series of experimental studies that demonstrate that individuals mindlessly apply social rules and expectations to computers. The first set of studies illustrates how individuals overuse human social categories, applying gender stereotypes to computers and ethnically identifying with computer agents. The second set demonstrates that people exhibit overlearned social behaviors such as politeness and reciprocity toward computers. In the third set of studies, premature cognitive commitments are demonstrated: A specialist television set is perceived as providing better content than a generalist television set. A final series of studies demonstrates the depth of social responses with respect to computer “personality. ” Alternative explanations for these findings, such as anthropomorphism and intentional social responses, cannot explain the results. We conclude with an agenda for future research. Computer users approach the personal computer in many different ways. Experienced word processors move smoothly from keyboard to mouse to menu, mixing prose and commands to the computer automatically; the distinction between the hand and the tool blurs (Heidegger, 1977; Winograd & Flores, 1987). Novices cautiously strike each key, fearing that one false move will initiate an uncontrollable series of unwanted events. Game players view computers as *Correspondence concerning this article should be addressed to Clifford Nass, Department of

Within an embodied cognition framework, it is argued that presence in a virtual environment (VE) develops from the construction of a spatial-functional mental model of the VE. Two cognitive processes lead to this model: the representation of bodily actions as possible actions in the VE, and the suppression of incompatible sensory input. It is hypothesized that the conscious sense of presence reects these two components as spatial presence and involvement. This prediction was con-rmed in two studies (N = 246 and N = 296) assessing self-reports of presence and immersion experiences. Additionally, judgments of “realness ” were observed as a third presence component. A second-order factor analysis showed a distinction between presence, immersion, and interaction factors. Building on these results, a thirteen-item presence scale consisting of three independent components was de-veloped and veried using conrmatory factor analyses across the two studies. Presence is a construct, a variable with various levels and dimensions. Biocca and Delaney (1995, p. 62) 1