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A deepfake-based study on facial expressiveness and social outcomes
Laetitia A Renier1, Kumar Shubham2, Rahil Satyanarayan Vijay2
1Department of Organizational Behavior, Faculty of Business and Economics (HEC), University of Lausanne, Internef #558, 1015, Lausanne, Switzerland. laetitia.renier@unil.ch.
Scientific Reports
|February 13, 2024
Summary
Facial expressiveness, including gazing, nodding, and smiling, positively impacts social perceptions in job interviews. This study demonstrates the effectiveness of artificial intelligence (AI)-generated media for nonverbal behavior research.
Area of Science:
- Psychology
- Artificial Intelligence
- Media Studies
Background:
- Artificial intelligence (AI)-generated media is increasingly utilized across various fields, including entertainment, education, and marketing.
- Deepfake technologies enable the creation of AI-generated faces and facial expressions, offering new possibilities for studying nonverbal behavior.
- Previous research indicates that facial expressiveness positively influences social outcomes, but studying combinations of related behaviors is complex.
Purpose of the Study:
- To test the replicability of findings on the positive effects of facial expressiveness on social outcomes.
- To investigate the impact of specific facial expressions (gazing, nodding, smiling) on first impression judgments in a job interview context.
- To evaluate the utility of AI-generated video material for studying nonverbal behavior and its effects.
Main Methods:
- Utilized AI-generated experimental video material to present targets with varying degrees of facial expressiveness (gazing, nodding, smiling vs. none).
- Assessed first impression judgments of targets' competence, warmth, and favorability among independent observers.
- Collected data from 823 independent observers evaluating 159 targets exhibiting AI-generated facial expressions.
Main Results:
- Replicated previous findings, demonstrating that increased facial expressiveness leads to more favorable perceptions of targets.
- Observed that targets with greater facial expressiveness were perceived as more competent, warm, and favorable.
- Confirmed the positive correlation between nonverbal immediacy behaviors and positive social impressions.
Conclusions:
- Facial expressiveness is crucial for conveying positive impressions, particularly in professional settings like job interviews.
- AI-generated media provides a viable and beneficial tool for controlled experimental research on nonverbal communication.
- The study supports the importance of nonverbal cues in social perception and highlights the potential of AI in behavioral research.
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