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Effects of Representational Similarity on Deindividuation and Conformity to Group Norms
in Computer-Mediated Communication
ABSTRACT
Two experiments investigated if and how visual representation of interactants affects
deindividuation and conformity to group norms in anonymous computer-mediated
communication (CMC). In Experiment 1, a 2 (inter-group vs. interpersonal) x 2 (same character
vs. different character) between-subjects design experiment, each participant made a decision
about social dilemmas after seeing two other (ostensible) participants’ unanimous opinions and
then exchanged supporting arguments. Consistent with the Social Identity model of
Deindividuation Effects, when the group level of self-identity was rendered salient in an inter-
group encounter, uniform virtual appearance of CMC partners triggered deindividuation and
subsequent conformity behavior. By contrast, when the personal self-identity was salient,
standardized representation tended to reduce conformity. Experiment 2 replicated the effect of
visual representation on deindividuation and conformity and furthermore, investigated the causal
links between deindividuation, group identification, and conformity. The results suggest that
deindividuation accentuated adherence to group norms, both directly and indirectly via group
identification.
Convention