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Computer-Mediated Communication and Majority Influence: Assessing the Impact in an Individualistic and a Collectivistic Culture

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Listed:
  • Bernard C. Y. Tan

    (Department of Information Systems, National University of Singapore, 10 Kent Ridge Crescent, Singapore 119260, Republic of Singapore)

  • Kwok-Kee Wei

    (Department of Information Systems, National University of Singapore, 10 Kent Ridge Crescent, Singapore 119260, Republic of Singapore)

  • Richard T. Watson

    (Department of Management, University of Georgia, Athens, Georgia 30602-6256)

  • Danial L. Clapper

    (Department of Accounting and Computer Information Systems, Western Carolina University, Cullowhee, North Carolina 28723)

  • Ephraim R. McLean

    (Computer Information Systems Department, Georgia State University, Atlanta, Georgia 30302-4015)

Abstract

Strong majority influence can potentially harm organizational decisions by causing decision makers to engage in groupthink. This study examines whether and how computer-mediated communication (CMC) can reduce majority influence and thereby enhance the quality of decisions in some situations. To measure the impact of CMC on majority influence, three settings (unsupported, face-to-face CMC, and dispersed CMC) were compared. Matching laboratory experiments were carried out in an individualistic (the US) and a collectivistic culture (Singapore) to determine how the impact of CMC might be moderated by national culture. An intellective and a preference task were used to see whether the impact of CMC might be moderated by task type. The results showed that the impact of CMC on majority influence was contingent upon national culture. In the individualistic culture, majority influence was stronger in the unsupported setting than the face-to-face CMC and dispersed CMC settings. In the collectivistic culture, there were no corresponding differences. The results also revealed that the impact of CMC on majority influence was not moderated by task type. Instead, task type had a direct impact on majority influence. Regardless of the setting involved, majority influence was stronger with the preference than the intellective task. Besides demonstrating how cultural factors may moderate the impact of CMC, this study raises the broader issue of cultural relativism in current knowledge on CMC.

Suggested Citation

  • Bernard C. Y. Tan & Kwok-Kee Wei & Richard T. Watson & Danial L. Clapper & Ephraim R. McLean, 1998. "Computer-Mediated Communication and Majority Influence: Assessing the Impact in an Individualistic and a Collectivistic Culture," Management Science, INFORMS, vol. 44(9), pages 1263-1278, September.
    • Handle: RePEc:inm:ormnsc:v:44:y:1998:i:9:p:1263-1278
    DOI: 10.1287/mnsc.44.9.1263
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    3. Deleersnyder, B. & Dekimpe, M.G. & Steenkamp, J-B.E.M. & Leeflang, P.S.H., 2007. "The Role of National Culture in Advertising’s Sensitivity to Business Cycles: An Investigation Across All Continents," ERIM Report Series Research in Management ERS-2007-095-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
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    7. Ofer Mintz & Imran S Currim & Jan-Benedict E M Steenkamp & Martijn Jong, 2021. "Managerial metric use in marketing decisions across 16 countries: A cultural perspective," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1474-1500, October.
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    11. Choon-Ling Sia & Bernard C. Y. Tan & Kwok-Kee Wei, 2002. "Group Polarization and Computer-Mediated Communication: Effects of Communication Cues, Social Presence, and Anonymity," Information Systems Research, INFORMS, vol. 13(1), pages 70-90, March.
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    13. Sirine Zribi, 2022. "Effects of social influence on crowdfunding performance: implications of the covid-19 pandemic," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-8, December.
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