Beyond brainstorming: The effectiveness of computer-mediated communication for convergence and negotiation tasks

Abstract

Although a considerable body of research in information systems has established that computer-mediated communication (CMC) is beneficial for brainstorming (idea generation) tasks, less is known about its effectiveness for more complex decision-making tasks. This paper reports the results of two experiments comparing the performance of face-to-face and CMC teams in decision-making tasks that move beyond brainstorming. In the first experiment, the performance of face-to-face and computer-mediated teams was compared in two tasks: one requiring participants to engage in convergent thinking and a second brainstorming task requiring divergent thinking. Consistent with predictions derived from McGrath's task circumplex model, the results of experiment one reveal that participants using computer-mediated communication perform significantly better than those interacting face-to-face on the divergent (brainstorming) task. On the convergent task, computer-mediated and face-to-face teams performed equally well; i.e., there was not a significant difference in their performance. In the second experiment, the performance of face-to-face and computer-mediated teams was again compared in two tasks: an integrative negotiation task and an idea-generation task. The results of the second experiment were similar to those of experiment one, in that computer-mediated teams significantly outperformed face-to-face teams in the idea-generation task, while computer-mediated and face-to-face teams performed equally well on the integrative negotiation task. These experiments contribute to the literature by shedding additional light on the conditions under which computer-mediated communication is as effective as, and in some cases more effective than, face-to-face interaction.