Abstract
The current research compared the effect of computer-mediated communication (CMC) and direct communication on attitude change. The social identity model of deindividuation effects (Spears & Lea, 1994) predicts that CMC results in behavior that is more in line with the salient level of self-categorization (compared to non-anonymous communication): in CMC salient social identity should lead to conformity to group norms whereas salient personal identity was expected to result in behavior that fits individual goals. Two experiments showed that when personal identity was salient and when social identity was salient and a category norm was explicitly given, CMC led to the predicted effects, whereas the lack of a social category norm led to lower attitude change in CMC compared to direct communication.
Highlights
The current research compared the effect of computer-mediated communication (CMC) and direct communication on attitude change
In the face to face (FTF) condition attitude change was in line with social identity theory (SIT)/self-categorization theory (SCT): higher when social identity was salient than when personal identity was salient (F(1,63) = 7.26, p = .009)
The present study examined whether a broader manipulation of anonymity leads to the pattern of attitude change predicted by Social Identity Model of Deindividuation Effects (SIDE)
Summary
The current research compared the effect of computer-mediated communication (CMC) and direct communication on attitude change. When social identity is salient, anonymity fosters social influence; attitude change is expected to be higher in CMC compared to FTF communication. Studies testing the RSC approach (Kiesler et al, 1984; McGuire et al, 1987; Siegel, Dubrovsky, Kiesler, & McGuire, 1986; Weisband, 1992) usually compared groups communicating FTF with groups using CMC. The RSC approach is questioned by several studies demonstrating that self-awareness is not lower in CMC, as expected from the model, but higher than in direct communication (Matheson & Zanna, 1988, 1989; Sassenberg, Rabung, & Boos, 1999). There is a need for a Sassenberg & Boos attitude change in anonymous groups theoretical approach that can predict attitude change in different communication media
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