GROUP POLARIZATION: A FIELD STUDY OF A VIRTUAL TEAM

This study examines influence and IT in group polarization. Group polarization is the tendency of group members to shift their initial positions to a more extreme direction following discussion. We hypothesize that informational influence is relatively more important than normative influence in causing group members to shift their positions and that IT can be used to enhance the effects of informational influence. Our investigation of group processes, influence and IT use by a virtual team responsible for forecasting ozone levels reveals several important findings. First, we find the heterogeneity of pre-discussion individual decisions and greater task uncertainty increase group polarization through a greater relative use of informational influence. Second, surprisingly, we find that the relative use of informational influence and the use of IT for persuasion are substitutive not complementary in their effects on group polarization. These findings have significant theoretical and practical implications for decision making in virtual teams