The effect of uniform virtual appearance on conformity intention: Social identity model of deindividuation effects and optimal distinctiveness theory

@article{Kim2011TheEO,
  title={The effect of uniform virtual appearance on conformity intention: Social identity model of deindividuation effects and optimal distinctiveness theory},
  author={Junghyun Kim and Hee Sun Park},
  journal={Computers in Human Behavior},
  year={2011},
  volume={27},
  pages={1223-1230}
}
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… CONTINUE READING
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