Model Comparison in Group Decision Making: Effects of the Visual Cue Conditions on Social Identification Process and Compensatory Nonconformity Process

Abstract

In some studies based on social identity perspectives, identification with others and conformity to a majority opinion have been indisputable outcomes when individuals involved all look alike. In contrast, another group of studies suggests individuals in a visually deindividuated condition are reluctant to agree with a majority opinion. To investigate such inconsistency, we set up and tested a hypothesized model that compares two processes that provide competing predictions about the effect of uniform visual cue on conformity: the social identification process derived from the social identity model of deindividuation effects (SIDE) and the compensatory nonconformity process derived from optimal distinctiveness theory (ODT). We also investigate how changes in the visual cue conditions affect those two processes. Implications are discussed regarding the comparison of two models and the investigation of conditions under which either process is more or less operant during group interaction.