Journal article

Measuring the effects of gender on online social conformity

S Wijenayake, N Van Berkel, V Kostakos, J Goncalves

Proceedings of the ACM on Human-Computer Interaction | ACM | Published : 2019


Social conformity occurs when an individual changes their behaviour in line with the majority’s expectations. Although social conformity has been investigated in small group settings, the effect of gender – of both the individual and the majority/minority – is not well understood in online settings. Here we systematically investigate the impact of groups’ gender composition on social conformity in online settings. We use an online quiz in which participants submit their answers and confidence scores, both prior to and following the presentation of peer answers that are dynamically fabricated. Our results show an overall conformity rate of 39%, and a significant effect of gender that manifest..

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