The Eyes Have It: Minority Influence in Face-To-Face and Computer-Mediated Group Discussion

Results of an experiment comparing face-to-face groups with anonymous and identified computer-supported groups challenged theoretical arguments ( V. S. Rao & S. L. Jarvenpaa, 1991 ) that computer-based group decision support systems (GDSS) can increase group decision quality by facilitating expression of minority opinions. In groups working on a hidden-profile investment decision task, minority opinion holders expressed their arguments most frequently under anonymous GDSS communication, but the influence of the minority arguments on private opinions and on group decisions was highest under face-to-face communication. These results suggest that the conditions that facilitate the expression of minority arguments may also diminish the influence of those arguments. The implications of these findings for a normative view of social influence, for social presence theory, and for the effects of GDSS on participation rates in group discussion are discussed.