Group similarity, public self-awareness, and opinion extremity: A social projection explanation of deindividuation effects.

Suggests that when a person reacts to an opinion, he/she will project an identical reaction onto similar others—in effect, self-generating a consensus that serves to polarize the opinion. Public self-awareness is assumed to individuate and to moderate opinions only when projection is disrupted. Two experiments, with 169 undergraduates, tested derivations from this theory. Exp I varied self-confidence induced by ability feedback (positive vs negative) and self-awareness induced by being or not being observed by camera. Results show that heightened self-awareness moderated opinions regardless of the S's initial level of self-confidence. Exp II varied group similarity (similar, dissimilar, or no information) and level of self-awareness (heightened vs low) using a 3?×?2 design in which opinion extremity was measured. Results confirm the prediction that opinions fluctuate systematically (polarize and moderate) with level of self-awareness only when the person is in a similar group. Low self-awareness tended to polarize opinions, whereas heightened self-awareness moderated them. The assumed direct relation between opinion intensity and behavioral extremity is discussed within the context of projection-predicted intensification effects of prosocial behavior. (42 ref) (PsycINFO Database Record (c) 2010 APA, all rights reserved)