THE ROLE OF UNCERTAINTY IN SOCIAL INFLUENCE

PurposeThis study examines how the distribution of opinions and social status combine in a collectively oriented task group to affect perceptions about the correctness of a final decision.Design/methodology/approachWe relied on data from a controlled laboratory experiment to test a series of theoretically derived hypotheses.FindingsThe study shows that both the distribution of opinions and status affect perceptions of correctness. It also establishes that the effects of status on uncertainty are strongest when the group is initially evenly split about the correctness of an opinion, and that like the distribution of opinions, the effects of status on uncertainty are curvilinear.Research limitations/implicationsPrevious research shows that by integrating research on faction sizes with status characteristics theory (SCT), more accurate predictions of social influence are possible. Assumed therein is that people use information about the distribution of opinions and status to reduce uncertainty about correctness of a choice. The current study establishes this point empirically by examining the effects of the distribution of opinions and status in a four-person, collectively oriented task group. Future research should consider groups of different sizes and other moderating factors.Originality/valueThis study advances and elaborates upon previous research on social influence that integrates research on faction sizes with SCT.