Information asymmetry and social exchange: exploring compliance gaining online
Proliferation of social media has increased the amount of personal information available about users online, and this information is increasingly available to anyone including advertisers and other (unknown) users. Having knowledge about others creates information asymmetries
that can be used strategically in compliance gaining scenarios. In an online text-based interaction, 66 (31 male and 35 female) same-sex dyads engaged in conversation with one partner tasked in gaining his partner's compliance. When the persuading partner benefited from information asymmetry,
he was more successful at getting his conversation partner to comply with requests (42% success rate vs. 9% in the control condition). Text analysis using Linguistic Inquiry and Word Count indicates that while asymmetry affected conversational topics, compliance was linked to linguistic
style – not content – as well as individual differences such as sex and behavioral sensitivity. This study demonstrates how individuals might utilize publicly available information about others in conversation to achieve self-serving goals. Implications for information sharing
online are discussed.
Keywords: compliance gaining; computer-mediated communication; information asymmetry; social media
Document Type: Research Article
Affiliations: 1: Communication, University at Buffalo, The State University of New York, 359 Baldy Hall, Buffalo, NY, 14260, USA 2: Communication, University at Buffalo, 461 Clementi Rd, Singapore, 599491, Singapore
Publication date: 03 April 2015
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