Balancing uniqueness and assimilation in computer-mediated groups

The goal of the current study is to investigate how the augmented visual similarity and individuation can influence group identification process in computer-mediated groups. In investigating this topic, this study relies on the assumption that human beings need to meet two competing motivations - assimilation motivation and uniqueness motivation - at the same time. An experiment using virtual self-representations showed that uniform virtual appearance, whatever form it may take, encouraged group identification. However, uniform appearance did not increase assimilation within computer-mediated groups all the time, because uniform appearance made individuals perceive a strong threat to their uniqueness and became less willing to agree with others as a way to restore their uniqueness. On the contrary, people might have pandered to their uniqueness motivation from being represented by excessively idiosyncratic visual cues. As a way to boost up the other motivation, assimilation motivation, they tried to find any cue that can bond themselves with others even amongst differences in their visual representations. (C) 2010 Elsevier Ltd. All rights reserved.