A new perspective on de‐individuation via computer‐mediated communication

Research examining de‐individuation via computer‐mediated communication (CMC) suggests that group pressure is more pronounced in CMC‐using groups than in groups meeting face to face, because CMC strips away non‐verbal cues and makes individuals feel more similar to the others in their group. Similarly, electronic voting research suggests that group influence is more pronounced via group support systems when the opinions of others are communicated in real time. However, recent research involving complete anonymity suggests that group influence is mitigated via anonymous CMC because of a lack of awareness of others. Thus, we propose that increased group influence is facilitated when others’ opinions are communicated, and is heightened with the common identity created through the use of nominal labels. This paper reports the results of a laboratory experiment involving groups making an organization decision via a text‐based chat room. The results show that a simple electronic voting interface element increased the amount of group influence on individual members, and led to decreased participation and higher dispensability.