Personality and persuasion in computer-mediated communication
by Michael Yunon Chuang; Filiz Tabak
International Journal of Business and Systems Research (IJBSR), Vol. 9, No. 3, 2015

Abstract: When a group faces a barrage of information pieces for a decision, persuasion is important for reaching a consensus. However, there is lack of related research in systems and technology domain regarding whether individuals characterised by having different personalities exhibit differences. To fill the gap, this work investigates the interactive impact of communication modes and personality on persuasion. Need-for-cognition, extraversion, and agreeableness are hypothesised to interact with use of face-to-face and text technology used in decision making to influence the process of persuasion. A task survival game featuring various pieces of information used in order to simulate the group decision environment. Based on the results, no significant interactions have been found for agreeableness or need-for-cognition. A group using text-based communication technology appears to be similarly effective in reaching a decision as using face-to-face in workspaces. Findings indicate that even though there is no significant change in persuasion based on extraversion in text communication mode, in face-to-face decision making mode, extraverted individuals are less persuaded. These findings provide practitioners with the necessary insights for improving the design of technology devices.

Online publication date: Sat, 19-Sep-2015

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