The Effect of Message Persistence and Disclosure on Liking in Computer-Mediated Communication

In computer-mediated communication (CMC) systems, the messages that a user types usually persist on the screen for some time, a feature that distinguishes CMC from face-to-face interaction. Persistence may activate psychological self-perception, leading communicators to infer from their persistent messaging how they feel about the subject more so than if messages did not persist. This study applies persistence and self-perception to the relationships between self-disclosure and liking. It identifies which among several disclosure or liking relationships may be most susceptible to self-perception effects. An experiment found that message persistence interacts with a conversational partner’s responses to self-disclosure and intensifies liking toward the partner. Suggestions follow for future research further exploring the mechanisms of persistence, and reconceptualizing self-perception factors in interactive media settings.