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Communication Research
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When and How Does Depersonalization Increase Conformity to Group Norms in Computer-Mediated Communication?

Eun-Ju Lee

University of California at Davis

The experiment reported herein examined how depersonalization, operationalized as the lack of individuating information, affects conformity to a group norm in anonymous computer-mediated communication. Participants made a decision about choice dilemmas and exchanged their decisions and supporting arguments with three ostensible partners via computer, who unanimously endorsed the position opposite of the participant’s. As predicted, depersonalization led to a more extreme perception of the group norm, better recall of the interactants’ arguments, and more positive evaluations of the interactants’ arguments through group identification, albeit only for women. Moreover, depersonalization was more likely to facilitate conformity to group norms among those with higher need for public individuation and among women. A test of indirect effects showed that group identification and extremity of the perceived group norm mediated the effects of depersonalization on conformity.

Key Words: depersonalization • social identity model of deindividuation effects (SIDE) • conformity • need for public individuation • group identification

Communication Research, Vol. 33, No. 6, 423-447 (2006)
DOI: 10.1177/0093650206293248
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