| Abstract: | Two types of social influence can be distinguished: norm‐based influence occurs when social identity is salient and interpersonal influence occurs when personal identity is salient. In two experiments the impact of trait and state private self‐awareness on interpersonal influence during face‐to‐face and computer‐mediated communication (CMC) was investigated. It is argued that interpersonal influence resulting from face‐to‐face communication is stronger than interpersonal influence resulting from CMC because CMC heightens state private self‐awareness. As a result, it leads to a focus on personal perceptions and thoughts which in turn reduces attitude change. Experiment 1 suggests that communication media may influence attitude change via private self‐awareness. Experiment 2 showed that trait private self‐awareness moderates the effect of communication media on interpersonal influence. Interpersonal influence was stronger in face‐to‐face communication than in CMC only for individuals higher in private self‐awareness. This finding indicates that the impact of situational variations of a concept can be limited to individuals who have a more elevated sense of private self‐awareness. Copyright © 2005 John Wiley & Sons, Ltd. |
