A STUDY OF GROUP POLARIZATION : IMPACT OF GSS CAPABILITIES AND INFORMATION EXPOSURE

Abstract

Past research on the group polarization phenomenon were mostly conducted in a face-to-face verbal setting without any form of computer and communication support. The rapid proliferation of information technology in the workplace offers new means by which group meetings can be conducted. In particular, a group support system (GSS) can help to improve the process and outcomes of group meetings. This study investigates the impact of the electronic communication and anonymity capabilities of a GSS, as well as varying levels of information exposure, on group polarization. It seeks to answer the following research questions: 1. Can the electronic communication capability of a GSS alter the magnitude of group polarization when employed in face-to-face and dispersed settings? 2. Can the anonymity feature of a GSS affect the amount of group polarization experienced by decision making groups? 3. Will the impact of a GSS on group polarization differ when groups exchange mutual arguments in addition to mutual positions? A review of the social psychology literature on group polarization and of the GSS literature was conducted. The review of group polarization literature describes the phenomenon in greater detail, outlines the mechanisms used by past researchers to explain the phenomenon, and identifies situational factors that can influence the phenomenon. The review of GSS literature looks at how GSS and its capabilities may help to enhance the process gains and alleviate the process losses during group decision making. From the literature review on the two key areas in this study, a research model is proposed. Based on the research model, a series of experiments were conducted. The pilot experiment and experiment l were held to first investigate the impact of the electronic communication capability of a GSS on group polarization. Experiment 2 replicates experiment 1, but used a separate task so as to extend the external validity of the findings of experiment 1. Finally, experiment 3 examined the additional impact of anonymity and information exposure on the phenomenon.