کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
351731 618476 2011 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The effect of uniform virtual appearance on conformity intention: Social identity model of deindividuation effects and optimal distinctiveness theory
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر نرم افزارهای علوم کامپیوتر
پیش نمایش صفحه اول مقاله
The effect of uniform virtual appearance on conformity intention: Social identity model of deindividuation effects and optimal distinctiveness theory
چکیده انگلیسی

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.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Computers in Human Behavior - Volume 27, Issue 3, May 2011, Pages 1223–1230
نویسندگان
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