Social Cognition

How Social Behavior Affects Function

Research suggests that the way users interact socially impacts the way they learn information such as developing proficiency in using different tools or digital products. Those who struggle with social interactions while learning might face challenges in using these products effectively or at all. We can break down these impactful aspects of social behavior into different scales, each highlighting potential characteristics of your user.

Rejection reactivity	Some users might resist criticism when they try a new product. These rejection-sensitive users may bristle when facing perceived negative feedback, criticism, or exclusion. They may be quick to walk away entirely from situations involving feedback or perceived failure. Conversely, rejection-resilient users can easily ignore the negative aspect of feedback. Regardless of any criticisms, they will persist until they complete the task or goal they set out to do, and they may easily laugh off what others may find insulting.
Demand responsiveness	Demand-conforming users are eager to comply. They need a very clear set path of instruction or guidance for accessing and using a product. They might read every word and follow each step, even the optional ones, meticulously. They may also be resistless to other social pressure and easily led. Others crave control and freedom to explore and form their own unique approach to using a product. These demand-avoidant users might be open to tutorials as they require, and if presented with unsolicited directions, they may struggle to follow them thoroughly. Creative and inquisitively unorthodox, they also might not register or follow conventional social rules, such as social hierarchies.
Social connection desire	Connection-seeking users desire a sense of belonging with other users of the product. They may build social relationships, participate in scheduled events and meet-ups, and join online discussions or groups. Their experience of a product is enhanced by these connections they, and if no such sanctum is offered via the product officially, then unofficial haunts will be created by connection-seeking users. Connection-avoidant users prefer to enjoy the benefits of a product individually. They may be more self-directed and seek help only when there are no other options.
Social awareness (theory of mind)	Some users are empathetic. They show compassion and understanding towards others’ experiences and easily navigate social situations that require empathy and sensitivity to build stronger social connections or resolve conflicts with ease. Other users who are apathetic may have difficulty understanding and responding to the emotions and perspectives of others, which could lead to intensified conflicts and interpersonal difficulties in collaborative situations.
Social continuity	Social connection desire is affected by the individual’s time and energy allocation orientation, as higher demands on time and energy may limit opportunities or social engagement as offered by a product. Users who are socially stable or saturated have a strong support network of enduring social relationships such as family, friends, and colleagues. They may have a higher degree of stability in other aspects of their personal lives. Socially flexible users experience volatility in their social relationships and have more time and energy to dedicate to social situations.

Research

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Shannon M Suldo, Robert F Dedrick, Elizabeth Shaunessy-Dedrick, Sarah A Fefer, and John Ferron. Development and initial validation of the coping with academic demands scale: How students in accelerated high school curricula cope with school-related stressors. Journal of Psychoeducational Assessment, 33(4):357–374, 2015.

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Sarah E Taylor, James A Scepansky, John W Lounsbury, and Lucy W Gibson. Broad and narrow personality traits of women’s college students in relation to early departure from college. Journal of College Student Retention: Research, Theory & Practice, 11(4):483–497, 2010.