The effect of uniform virtual appearance on conformity intention: Social identity model of deindividuation effects and optimal distinctiveness theory

This study integrates social identity model of deindividuation effects (SIDE) and optimal distinctiveness theory (ODT) in investigating the effect of uniform virtual appearance on individuals’ willingness to conform to a majority opinion in computer-mediated groups. SIDE posits that sharing the same visual cue can promote group identification process and eventually induce stronger conformity. Meanwhile, ODT indicates that too much visual similarity rather concerns individuals about their deprived uniqueness, so they would be reluctant to conform to a majority opinion as a way to restore their uniqueness. This study concurs with previous research based on SIDE by showing that group identification induced by uniform appearance increases conformity intention. It also showed that perceived deindividuation, another variable that is induced by a high level of visual similarity relative to others, decreases conformity intention. As a result, the current study shows that the effect of virtual uniform appearance on conformity intention is inconsistently mediated by group identification and perceived deindividuation.     

Anonymity effects in computer-mediated communication in the case of minority influence

In an experimental study, we analyzed in-group minority social influence within the context of computer-mediated communication (CMC) based on the perspective of the social identity model of deindividuation effects (SIDE). This model hypothesizes that in a group context, in which social identity is salient, anonymity will facilitate influence among the group members. Using a software application, we simulated the creation of a virtual group and the setting of a computer-mediated communication. The interaction between the members of the group centers on the issue of North African immigration. The results show that the influence of an in-group minority (radical pro-immigration) causes changes of opinion, as demonstrated in the two groups participating in the experimental test (anonymous and identifiable users). However, the differences in such changes between the identifiable and the anonymous groups are not statistically significant, whereas for two dependent variables from the opinion questionnaire, (i.e., “strong” anti-immigration and pro-immigration), they are significant when these two groups are compared to the control group. Therefore, the postulates of the SIDE model are only partially confirmed. We offer some explanations for the results obtained, and outline different aspects involved in the process of social influence via CMC.     

Intergroup contact in computer-mediated communication: The interplay of a stereotype-disconfirming behavior and a lasting group identity on reducing prejudiced perceptions

The present study investigated the impact of online intergroup contact on prejudiced and stereotyped perceptions toward an outgroup. Informed by research on contact in computer-mediated communication, a model of contact in which individual outgroup members displayed a stereotype-disconfirming (vs confirming) behavior in virtual teams made up of ingroup members was tested. Moreover, this hypothesized model of contact was examined across two visual conditions of group identification: one in which a pre-existing ethnic category (i.e, lasting membership) was made salient, and one without salient group identities. Results showed that when participants were conscious of their lasting identities, the enacted disconfirming behavior reduced prejudiced perceptions by the mediation of perceived attraction towards the individual outgroup member. Conversely, stereotyped perceptions were not affected by this behavior. These findings suggest that the generalization of the contact effect in CMC is more likely to occur in attitudinal variables than in cognitive ones, and as long as participants are aware of intergroup memberships when participating in short online interactions.     

Balancing uniqueness and assimilation in computer-mediated groups

The goal of the current study is to investigate how the augmented visual similarity and individuation can influence group identification process in computer-mediated groups. In investigating this topic, this study relies on the assumption that human beings need to meet two competing motivations – assimilation motivation and uniqueness motivation – at the same time. An experiment using virtual self-representations showed that uniform virtual appearance, whatever form it may take, encouraged group identification. However, uniform appearance did not increase assimilation within computer-mediated groups all the time, because uniform appearance made individuals perceive a strong threat to their uniqueness and became less willing to agree with others as a way to restore their uniqueness. On the contrary, people might have pandered to their uniqueness motivation from being represented by excessively idiosyncratic visual cues. As a way to boost up the other motivation, assimilation motivation, they tried to find any cue that can bond themselves with others even amongst differences in their visual representations.     

Testing a model of sense of virtual community

A distinguishing feature of virtual communities is their sense of community, i.e., their participants’ feelings of membership, identity, influence, and attachment with each other. This study tests a model in which members’ perceptions of the group’s norms mediate the relationships between supporting each other and identifying each other with the members’ sense of virtual community. Two studies were conducted providing partial support for the model. The results show that the perception of norms mediate the relationship between SOVC and (a) observing and publicly exchanging support, (b) perceiving that others know one’s identity, and (c) using technical features to learn and create identity. Theoretical and practical implications are discussed.     

The pursuit of trust in <Emphasis Type="Italic">ad hoc</Emphasis> virtual teams: how much electronic portrayal is too much?

This study develops and tests the concept of electronic portrayal in synchronous computer-mediated communication of ad hoc virtual teams. Electronic portrayal is the extent to which a communication system portrays the true identity of its users. A theoretical model is developed based upon which it is hypothesized that increased information available due to electronic portrayal will impact trust in ad hoc virtual teams. An experiment is conducted to test the model by manipulating the graphical identification of users of a system as well as the rehearsability of the system. Rehearsability is the extent to which users can reread and edit their messages before submitting them to the synchronous communication system. The results show that the combination of both factors – identification and rehearsability – impacts trust among team members. Specifically, partial electronic portrayal (only one form of true-to-life representation) has the most positive impact on trust. This effect is moderated by communication-related variables such as self-disclosure, impressions and virtual co-presence. The implication of these results is that too much true identity information negatively impacts trust. This research provides theoretical and practical contributions for understanding the importance of identification and rehearsability in synchronous group communication.     

Tailoring consistency in group membership for mobile networks

Mobility and intermittent connectivity inject inaccuracy in determining group membership and exacerbate the time required to agree on the current group membership. In this paper, we present a group membership service based on partial member connectivity that allows members to agree on a shared approximation of the group membership based on local neighborhood connectivity. In particular, the consistency needs provided by the application determine the degree of consistency of the membership service and allow the membership service to tailor the neighborhood service in terms of fidelity ratio and time detection period.     

The virtual malleable self and the virtual identity discrepancy model: Investigative frameworks for virtual possible selves and others in avatar-based identity construction and social interaction

This article introduces the novel model of “virtual identity discrepancy” as an investigative framework for computer-mediated self-representation and interpersonal communication in avatar-based virtual environments (VEs). Study 1 examined the roles of virtual self-discrepancy and self-presence in intrapersonal virtual identity construction. Study 2 explored the roles of virtual other-discrepancy, social presence, expectancy violation, and uncertainty reduction in animated avatar-to-avatar (AtA) virtual social interaction. Mediation analyses following a bootstrapping procedure indicated that self-presence mediates the relationship between virtual self-discrepancy and flow while social presence mediates the relationship between virtual other-discrepancy and flow. Furthermore, expectancy violation mediates the relationship between self-disclosure and trust in text-based chatting while uncertainty reduction mediates the relationship between nonverbal immediacy and flow in nonverbal communication between avatars.     

To boldly go where no group has gone before: An analysis of online group identity and validation of a measure

Online groups have become more popular in recent decades, in both research and practice. Many authors have proposed important outcomes of group membership, and some have even investigated some preliminary dynamics of these online groups. Unfortunately, no validated measure of online group identity exists, causing these researchers to employ measures with poor psychometric properties or concerning construct validity. For these reasons, the current article undergoes a multiple study process to validate a measure of online group identity. In doing so, several aspects of online group identity are discovered, largely based on propositions previously posed for offline groups. Study 1 demonstrates that individuals from a general sample identify with online groups, and the measure has an identifiable factor structure. Using a naturally occurring online group, Study 2 shows the measure’s concurrent, convergent, and divergent validity, while simultaneously revealing many novel relationships of online group identity. Lastly, Study 3 investigates the effect of The United States President, Barack Obama, creating an account on the website studied in Study 2 and interacting with group members. The results of Study 3 reveal that online group identity did not change after this historic event, although members had notable emotional responses. In all, the current study illustrates the validity of an online group identity measure, and discovers many important relationships previously unknown in regards to online group identity. It is believed that the investigated measure of online group identity will become an important tool in future research, especially when further probing the relationships analyzed in the current study. Further implications and suggestions for future studies are discussed.     

Developing an antecedent model of knowledge sharing intention in virtual communities

This study explored the antecedent model of knowledge sharing intention in virtual communities based on social influence theory. A field survey was performed with the participation of 176 college students who were Facebook users. The results indicated that expected benefits (i.e., cognitive benefits, social integrative benefits, personal integrative benefits, and hedonic benefits) significantly and positively influenced social influence factors (i.e., group norms, social identity, and subjective norms). In addition, social influence factors (i.e., group norms, social identity, and subjective norms) significantly and positively influenced knowledge sharing intention in virtual communities. Finally, social influence factors (i.e., group norms, social identity, and subjective norms) fully mediate the effects of expected benefits (i.e., cognitive benefits, social integrative benefits, personal integrative benefits, and hedonic benefits) on knowledge sharing intention. This study identified the antecedents of knowledge sharing intention in virtual communities, and the results could be applied to areas of organization, education, and business.     

Computer-mediated group influence on ethical behavior

Drawing on previous research in ethical behavior in information technology, this study examines the effects of group discussion, using virtual teams, on an individual’s intention to behave ethically/unethically. It was hypothesized that behavioral intention would be influenced by an individual’s attitude (toward ethical behavior), personal normative beliefs, ego strength, locus of control, perceived importance, gender and the scenario, and that computer-mediated group discussion would impact an individual’s ethical behavioral intention. This was tested through an experiment using five different ethical scenarios involving information technology. The results show that for two of the five scenarios, individual behavioral intention was significantly more unethical after computer-mediated group discussion than before, while for one scenario, individual behavioral intention was significantly more ethical after computer-mediated group discussion than before. The results of this study may help organizations to develop realistic training programs for IT professionals that account for changes in employee’s personal ethical models after interacting with others.     

The development of group identity in computer and face-to-face groups with membership change

A three-part conception of group identity is proposed that draws on common fate, cohesiveness, and cognitive views of group identity. The changing contribution of these three components to group identity was examined for 31 original and 29 reconfigured groups which met for 7 consecutive weeks using either face-to-face (FIF) or computer-mediated communication (CMC). Group identity was consistently lower for computer-mediated groups, and this effect was stronger in the reconfigured groups. In the original groups, group identity started high and declined for both FTF and CMC groups. In the reconfigured groups, developmental patterns differed from those of the original groups, and also differed by communication medium. Individual differences accounted for a substantial amount of variance in group identity across original and reconfigured groups.     

Ambivalent effect of member portraits in virtual groups

Abstract Knowledge exchange with shared databases can be seen as a public-goods dilemma. People are reluctant to contribute information because they save time, effort and perhaps social power if they withhold their knowledge and socially loaf. But if all people choose this individually efficient strategy, then no information exchange can take place, and the group is less effective than it would have been if all members contributed. Thus, in the knowledge-exchange situation, group norms and individual norms oppose each other. In order to strengthen people's orientation towards the group, virtual collaborative tools sometimes provide member portraits. But based on the Social Identity Model of Deindividuation Effect (SIDE)-Model, ambivalent effects of these member portraits are expected according to people's social categorization: when people identify more strongly with the group, such portraits enhance participation, whereas when people have a stronger individual identity, they undermine participation. This study links the concepts of social value orientation to identity salience. The assumption is that in the information-exchange dilemma, the social value orientation of a group member will determine whether group identity or individual identity becomes salient for that group member. We then extend the SIDE-model to the domain of social loafing and expect that portraits of the group members will have different effects for people with individual orientation and for people with prosocial orientation. An experiment confirmed this expectation and revealed a significant interaction between social value orientation and portraits. Especially striking is the result that for prosocials the provision of member portraits leads to an increase in social loafing. This is analogous to the predictions of the SIDE-model.     

Does ‘cyber-conformity’ vary cross-culturally? Exploring the effect of culture and communication medium on social conformity

Previous research has established that individuals from collectivistic cultures tend to conform more than their counterparts from individualistic cultures do [Bond, R., & Smith, P.B. (1996). Culture and conformity: A meta-analysis of studies using Asch’s (1952b, 1956) line judgment task. Psychological Bulletin 119(1) 111–137]. However, there is presently a dearth of research exploring the degree to which this kind of cross-cultural difference is also present in computer-mediated communication (CMC) contexts where group members are never met face-to-face (f-t-f). A normative social influence paradigm of line-length judgment (based on Asch [Asch, S.E., (1955). Opinions and social pressure. Scientific American 193(5) 31–35]) was employed to investigate the effects of communication medium (f-t-f against CMC) and culture (participants from individualistic cultures against those from collectivist cultures). A communication type × culture interaction was found, in which the expected cultural differences were demonstrated only in the face-to-face conditions, being absent in computer-mediated conditions.     

Collective Practices in Common Information Spaces: Insight From Two Case Studies

This research explores the design of practice toolkits as components, distinct from community management systems, allowing members of a virtual community to engage in the practice the community is about. Our analysis is informed by two case studies in different application domains each presenting alternative but complementary insights to the design of computer-mediated practice toolkits. The first case study describes how established practices in music performance are encapsulated in a suitably augmented music notation toolkit so as to support the learning objectives of virtual teams engaged in music master classes. The second case study presents experience with the development of a toolkit for engaging in the practice of vacation package assembly. This time the virtual team is a cross-organization virtual community of practice whose members streamline their efforts by internalizing and performing in accordance to a new (virtual) practice. Findings from the two studies reveal two distinct orientations in the design of practice toolkits. Specifically, in application domains where practices are well established (i.e., music performance), the toolkit serves as the medium for reconstructing an existing practice in virtual settings. In contrast, when cross-organization collaboration is involved (i.e., vacation package assembly), the toolkit should be designed so as to encapsulate a “meta”-practice, exhibiting both boundary and locality.     

Virtually homosexual: Technoromanticism,demarginalisation and identity formation among homosexual males

‘Coming out’ is a key stage in the identity formation process for the homosexual male when the individual discloses his homosexual status to himself and others. Although previous research has indicated that homosexual men often use the Internet and computer-mediated communication (CMC) during the identity formation process to discover and develop their sexual and self-identities, studies to date have focused on their use of text-based CMC with scant attention paid to experiences within virtual worlds. This study explored whether homosexual males use virtual worlds in the sexual identity formation process and, specifically, the applicability of technoromanticism within this context. Qualitative retrospective biographical interviews were undertaken with 12 self-selected individuals who had engaged with virtual worlds before or during their sexual identity development. The CASE model (Community, Anonymity, Sexual experimentation, and Escape) was developed to characterise the key themes emerging from the data and illustrate the enactment of technoromanticism by homosexual males within virtual worlds. It is concluded that technoromanticism in virtual worlds can only have a profound impact on individuals if the individual’s personal development online is transferred offline as there is a potential to become toxically immersed and thus stall or halt the identity development process altogether.     

Understanding risk-taking behavior of groups: A “decision analysis” perspective

Past research has extensively investigated the effect of media, especially focusing on how anonymity increases risk-related behaviors of groups when using computer-mediated communication (CMC). This study extends prior research by examining the differences in group risk-taking behaviors between face-to-face groups and completely non-anonymous CMC groups (i.e., groups working in a fully identified, synchronous CMC environment similar to popular instant messaging systems utilized widely within organizations). Drawing on the “decision analysis” perspective, a key framework for understanding organizational decision-making, the study also examines the effects of the firm's risk preferences as well as the type of information distribution among group members (i.e., full information known to all group members versus partial information know by only some of the members) on the groups' risk-taking behaviors. Results from a laboratory experiment using student subjects found no differences in risk-taking behaviors between CMC and face-to-face groups; additionally, no differences were found related to how information was distributed among group members. A significant effect was found, however, for the risk preference of the firm, showing that risk-neutral firms influenced groups to make riskier decisions than groups from risk-averse firms. Finally, groups within risk-neutral firms receiving partial information made riskier decisions than groups receiving full information. The implications of these results for future research and practice are examined.     

Affect in computer-mediated and face-to-face work groups: The construction and testing of a general model

The present study examines the role of affect, or emotion, in the performance of computer-mediated and face-to-face work groups. Past research has focussed on the role of affect in either individual information processing or behavior in settings requiring interpersonal interaction. Little research has examined the role of affect in groups, especially those in a work group setting. Even less is known about the role that the communication medium plays in the expression or impact of group members' affect. To integrate these domains, a general model of affect in work group settings is proposed. Predictions are derived from the relevant affect, group interaction, and group performance literatures. In addition, predictions about the moderating role of the communication system are discussed. Results from a path analysis suggest that affect has a substantial impact intragroup on processes as well as on work group performance. In face-to-face groups, the affect experienced by group members had an impact on the group's cohesiveness, the amount members participated in the task, and the degree to which members processed information relevant to the task. These factors, in turn, had implications for the group's performance. In computer-mediated groups, affect had an effect on the group's cohesiveness and the amount of information processing, though these were unrelated to any performance measures for these groups. Similarities and differences between communication media are discussed in terms of their importance for extending our understanding about the role of affect in a group performance context.     

An epidemiological assessment of online groups and a test of a typology: What are the (dis)similarities of the online group types?

A vast multitude of online groups exist, and authors have been rapidly investigating their dynamics. Extant studies have provided great information on the effects of online group membership, but limitations are often noted in these studies. Amongst the most concerning limitations are issues of generalizability. Authors are often unsure whether their results are able to generalize to other online groups, including those that are seemingly similar. For this reason, some researchers have created typologies of online groups, in hopes that online groups that fall within the same category will be generalizable; however, no study has analyzed the merit of an online group typology, and conclusions are based upon speculation. For this reason, the current study analyzed the dynamics of three different online groups, which fall within separate categories of an online group typology: a cancer support forum, a LGBT forum, and a Harry Potter fan forum. The results demonstrate that these groups vary in their properties, including group members’ group identity, well-being, and social support. These results provide support for an online group typology, and precisely demonstrate in what manner these groups differ. Additionally, the results offer valuable information about the individual groups, as some variables were previously unstudied in some group types. The discovery of these previously unknown dynamics leads to the potential of new studies, which is discussed. Therefore, the current study provides important implications for future studies, as well as the interpretation of future research results.     

Sampling and pooling of decision-relevant information: Comparing the efficiency of face-to-face and GSS supported groups

Past research has suggested that decision-making groups, when communicating face-to-face (FtF), suffered from information sharing biases that affected the quality of the final decision: they tended to discuss previously-shared information before they started to discuss information not known to all, and discussed more of previously-shared than unshared information. In our study we examined these effects in groups that interacted FtF or using a group support system (GSS). Four-member groups discussed a requirements elicitation task in which some requirements were known to all members before starting their discussion, while other requirements were known only to two members of the group. Both GSS and FtF groups exchanged a large percentage of the shared requirements. However, the GSS groups were more effective in communicating unshared requirements. On average, FtF groups discussed shared requirements sooner and unshared requirements later than did GSS groups. Our study also compared empirical results with predictions from an information-sampling model of group discussion in order to assess the effectiveness of the model in computer-mediated group communication.