In L2 pragmatics, only a few studies have examined task complexity. Furthermore, the existing studies have predominantly focused on the cognitive dimension and have lacked consistent findings. González-Lloret and Ortega (2018) and Pallotti (2019) have thereby contended that socio-interactional features be incorporated into task design. Along this line, this study investigated perceptions of L1 and L2 speakers of English regarding the difficulty of four role-play tasks with differentiated degrees of (dis)preference and imposition. Participants included 33 L1 speakers and 63 Korean L2 speakers at intermediate-level (n = 32) and high-level (n = 31). Results showed that participants’ perceived difficulty matched the design intentions exclusively affected by request size, responsibility for the problem, and persuasion across complex versions of the tasks. Moreover, the linguistic consequences of such factors entailed challenges among L2 speakers. There were also various factors that emerged for task difficulty other than the manipulated task design features, underscoring the importance of participants’ explanatory comments in L2 pragmatics.

This research is an exploratory study that examined how users perceive and evaluate voice assistants differently from websites. Interviews revealed that users of voice assistants apply social norms to a machine. They used social perception descriptors and addressed the voice assistant as an autonomous, female agent and developed social relationships.

Despite the positive outcomes of brand-consumer interactions on social media documented in the literature, an important question still remains: Are active brand-consumer interactions always beneficial to luxury fashion brands? This study argues that such interactions may undermine the core perceptions of the brands by making consumers feel too close to the brands. Drawing upon construal level theory of psychological distance, the purpose of this study is to examine the negative effects of brand-consumer interactions on perceptions of luxury fashion brands (i.e., social perception, uniqueness perception, quality perception) in a social media context. Two experimental studies were conducted. The purpose of Study 1 was to test the hypothesis that luxury brands, compared to mainstream brands, will be perceived as more psychologically distant and abstract. Study 1 used a 2 (brand category: luxury vs. mainstream) x 2 (brand replicates) mixed-model design in which the brand category was a between-subject factor and the brand replicates were a within-subject factor. Fifty-nine subjects recruited from Amazon MTurk participated in the study. The results of Study 1 revealed that luxury brands are inherently psychologically distant than mainstream brands. The purpose of Study 2 was to test the impact of brand-consumer interactions (i.e., high vs. low) and the mediating role of psychological distance on the three perceptions of luxury brands (i.e., social perception, uniqueness perception, quality perception) on social media. A single factor between-subjects design was used, and a total of 74 participants were recruited from Amazon MTurk. To manipulate the level of consumer-brand interaction (high vs. low), two versions of a luxury brand’s mock Facebook pages were created. For the high interaction condition, the brand responded to consumers’ posts in a friendly way and displayed the images of user photos. For the low interaction condition, the brand did not respond to consumers’ posts and displayed no images of users. As predicted, the results showed that participants indicated lower brand perceptions when the brand’s social media page displayed a high level of interactions than a low level of interactions. Moreover, formality, a measure of psychological distance, partially mediated the relationship between brand-consumer interactions and all the three brand perceptions. The findings of this study provide empirical evidence that active consumer-brand interactions on social media do not necessarily benefit luxury fashion brands, rather they can damage consumer perceptions of the brands. This study provides important implications that luxury fashion brands should maintain a sacred distance on social media; otherwise it will undermine important perceptions of the brands such as status signaling, exclusivity, and quality.