The effect of normative social influence and cultural diversity on group interactions

Motivated by concerns regarding the impact of cultural diversity on group interaction processes and a desire to extend the Social Influence Model of Technology Use, this paper discusses the impact of normative social influence on enhancing group media use and group decision making performance over time in different cultural group compositions. This paper proposes that the strength of attraction to the group influences the similarity in media perception and use of group members. The similarity of group media perception and use is proposed to influence group performance. Concurrently, group cohesion, similarity of media perception and use, and group performance are positively correlated over time. Since culture affects individuals' values, beliefs and behavior, this paper proposes that the degree of similarity in media perception and media use may differ when group composition varies by culture. Several propositions for empirical examination are highlighted. Finally, the paper concludes with a discussion of the importance and implications of understanding cultural diversity and social influence on technology use and group performance. © 2006 IEEE