Lea, M., Spears, R., & De Groot, D. (2001). Knowing me, knowing you: Effects of visual anonymity on self-categorization, stereotyping and attraction in computer-mediated groups. Personality and Social Psychology Bulletin, 27, 526-537.
What was the research question or what were the research questions?
H1: visual anonymity would lead to greater group attraction
- anonymity would increase tendency to categorize self in group terms, which in turn should increase group attraction.
H2: Self-categorization should enhance tendency to stereotype others in group terms, which should independently increase group attraction.
Other competing theories hypothesis examined
OH1: Traditional de-individuation and also interdependence models would predict decreased group attraction in anonymous conditions.
OH2: Visual anonymity would increase task focus, which might account for short-term group norms.
Other Questions:
Q1: Would self-categorization increase self-concern compared to group based aspects of identity or decrease focus on self concern–replaced by focus on more group based aspects of identity
Q2: How would larger group categorization affect self-categorization compared to local group self-categorization?
Briefly, why were the researchers asking this question?
Based on prior work in Social Identification and Deindividuation theory (SIDE), it was claimed that deindividuation along with group salience would lead to higher group attraction. The authors want to address the lack of much “evidence that social identity processes mediate the effects of anonymity on groups” (p. 526). They also want to counter traditional theories of group cohesiveness that focus on interdependence and interpersonal attraction. Because SIDE theorists focus on social identity theory: which looks at a process of depersonalized self (“means that perception and behavior become stereotyped in terms of the salient group” (p. 528)) and thus identifies with common group categorization, the authors also want to look at how being part of a larger group such as race or nationality, might influence small groups that are salient of larger group differences.
Briefly, what did they find out?
- Results support authors’ H1 and H2, which together account for a significant amount of variance for group attraction, though separately not as much—supporting idea that H1 and H2 are at least somewhat interdependent. Visual anonymity accounted for 28% variance of group attraction and significantly increased self-categorization. Self-categorization significantly increased stereotyping.
- Results did not support OH1 since anonymous groups had increased attraction
- Anonymous groups did increase task focus as predicted by OH2 but did not increase group attraction—authors therefore suggest SIDE offers better explanation for this effect
- Larger group identity (British nationality) did not significantly affect local group attraction
- Authors were somewhat surprised there was an increase evaluation concern in the anonymous group. However, it did not appear related to self-categorization or group attraction. Authors are unsure of the cause, saying this requires further research.
What was the research design (how did the researchers go about answering the question)?
This was a quantitative study with an experimental design. 56 British female 1st year psych students randomly assigned to one of four groups (visible British, anonymous British, visible German, anonymous German) made of 3 people each, with 1 participant and 2 confederates (same gender, relative age, and nationality)
Variables:
- anonymous (de-individualized) vs. visible (having silent, grayscale video)
- German vs British collaborators (confederates, who were all British, but half played German roles)
-German condition made small number of common foreign language grammatical errors
Measures: 4 self-report post questionnaires on 9 pt scale, which assessed local group self-categorization, stereotyping of others, British self- categorization, small group attraction, task focus, evaluation concern.
How appropriate is the design?
The 2X2 design of the study with post treatment measures seems appropriate to test the author’s main hypothesis as well as how large group categorization may affect small group attraction. The measures may be a concern but the questionnaires were not revealed in the article.
What are the strengths and weaknesses of the design
This design has very strong internal validity, due to it being a randomly assigned experiment. Because of its short duration, there would be little problems with even imitation, equalization, rivalry or demoralization. One general concern with the use of grayscale, slow fps video for the visible condition is that it may not have been a concern with self and otherness that led to less group attraction and less task focus, but that it was more a novel distraction from task focus which may have also led to less group attraction. In addition, since this is a lab experiment, it may not resemble more real world cases of group attraction in anonymous CMC conditions, since workers, even though not knowing who each other may be in anonymous CMC collaborative environments, might act differently since belong to same company, have more shared goals or knowledge of others in common, etc. (There is poor external validity to the study since the sample population was all female college psychology majors, this may then something indicative of the specific population or it may have been a large group influence that was more salient than nationality—fellow students)
What other designs might have proven useful for their research questions
An experimental, longitudinal design might be useful to determine if SIDE theory persists over time in these types of groupings or if as other theories suggest, group interpersonal dynamics will change over time even in anonymous conditions as individuals find ways to interpret others through verbal cues. A quasi-experimental or non-experimental longitudinal design used in actual real world organizational setting would help see how other covariates typical in the real world might influence group attraction in for the authors conditions.