Group Polarization

Definition

Group polarization occurs when discussion leads a group to adopt attitudes or actions that are more extreme than the initial attitudes or actions of the individual group members. Note that group polarization can happen in the direction of either riskiness (risky shift) or conservativeness. One example is the way in which unruly mobs (e.g., lynch mobs) often commit horrendous acts of violence that no individual member would have been brash enough to attempt (the kidnapping and hanging of humans by the neck until the point of death). Another example is the way in which relief agencies often attempt and accomplish wonderful acts of benevolence that no individual group members would have been ambitious enough to deem possible and then attempt, for example, providing food, clothing, and long-term housing to survivors of natural disasters.

Explanation

One explanatory reason for group polarization is the sharing of persuasive arguments. For example, when the majority of a group's members are initially likeminded and present arguments (a) that support the attitude or action, and (b) that other group members have not yet considered, then the group members' initial attitudes will become stronger. Thus, the attitudes of the group, as a whole, will be stronger compared to the individually assessed attitudes of the members. Note also that during the sharing of persuasive arguments, group members may have a tendency to reiterate, at least in part, the arguments presented by other group members. This repetition of ideas also can strengthen the group's and individuals' attitudes. It is important to note that when the majority of the group initially is not in agreement and, instead, is split on an issue, depolarization can occur as a result of group members trading persuasive arguments. Depolarization refers to a shift away from the extremes and toward the middle.

Another explanatory reason for group polarization is the influence of social comparison. For example, one group member may assess other group members' attitudes and then adopt a similar or more extreme attitude. People have a tendency to like those who are similar to themselves. It follows, then, that if people want to be liked by group members, one way to accomplish this is to have beliefs or attitudes that are consistent with those of the group.

A number of things factor into whether making persuasive arguments or social comparisons will have a more polarizing effect on the group: the nature of the task (judgmental vs. intellective), the goal of the group, what the group considers more important (group cohesion vs. making correct decisions), what the individual group members consider more important (group cohesion vs. making correct decisions), and the nature of the response required of the individuals (public vs. private). Persuasive arguments tend to be most effective in situations in which the nature of the task is intellective, the group values accuracy more than cohesion, the individuals value accuracy more than cohesion, and private responses will be given. Social comparisons tend to be most effective in the situations in which the nature of the task is judgmental, the group values cohesion more than accuracy, the individuals value cohesion more than accuracy, and public responses will be given.

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