Social identity cues to improve creativity and identification in face-to-face and virtual groups. (December 2017)

• Record Type: Journal Article
• Authors: Guegan, Jérôme; Segonds, Frédéric; Barré, Jessy; Maranzana, Nicolas; Mantelet, Fabrice; Buisine, Stéphanie
• Is Part Of: Computers in human behavior. Volume 77(2017)
• Page Start: 140
• Page End: 147
• Publication Date: 2017-12
• Subjects: Group identity -- Computer-mediated communication -- Brainstorming -- Avatars -- Creativity; Interactive computer systems -- Periodicals; Man-machine systems -- Periodicals; 004.019
• DOI: 10.1016/j.chb.2017.08.043
• Languages: English
• ISSNs: 0747-5632

Abstract

Abstract: This research draws on the social identity approach to investigate group performance in face-to-face and virtual brainstorming settings. In particular, we display Social Identity Cues (SIC) on participants or on avatars to foster group membership. We compare four conditions in a factorial design: Brainstorming in Face-to-face or Virtual setting, With or Without SIC. Seventy-two students belonging to a population with a strong social identity participated in the experiment, using their traditional clothing as SIC. The results show that the presence of SIC led to increased creative performance both in face-to-face and virtual settings. SIC also increased group identification, but only in the virtual environment. These results highlight the potential of avatars to support teamwork in a meaningful way. Highlights: Traditional clothing of a specific student group acts as social identity cues. Face-to-face and avatar-mediated electronic brainstorming are compared. Impact of social identity cues is examined in face-to-face and virtual groups. Social identity cues improved performance both in real and virtual settings.