Information asymmetry and social exchange: exploring compliance gaining online

Abstract

Proliferation of social media has increased the amount of personal information available about users online, and this information is increasingly available to anyone including advertisers and other (unknown) users. Having knowledge about others creates information asymmetries that can be used strategically in compliance gaining scenarios. In an online text-based interaction, 66 (31 male and 35 female) same-sex dyads engaged in conversation with one partner tasked in gaining his partner's compliance. When the persuading partner benefited from information asymmetry, he was more successful at getting his conversation partner to comply with requests (42% success rate vs. 9% in the control condition). Text analysis using Linguistic Inquiry and Word Count indicates that while asymmetry affected conversational topics, compliance was linked to linguistic style – not content – as well as individual differences such as sex and behavioral sensitivity. This study demonstrates how individuals might utilize publicly available information about others in conversation to achieve self-serving goals. Implications for information sharing online are discussed.

Keywords:

• information asymmetry
• computer-mediated communication
• social media
• compliance gaining

Notes on contributors

Michael A. Stefanone is an Associate Professor at the University at Buffalo. His research centers on computer-mediated communication and social media and situates technology use in evolving social contexts. Currently, his work explores the effects these technologies have on people's relationships and access to resources like social capital.

Carolyn M. Hurley is an Instructor at the University at Buffalo Undergraduate Degree Programs in Singapore. Her research examines key interpersonal issues such as self-disclosure and compliance gaining, emotional communication, and deceptive behavior.

Michael J. Egnoto is a Ph.D. student at the University at Buffalo. His research examines how technology utilization and communication structures the interpretation of individuals on dynamic social topics related to a variety of risk scenarios.

Jessica M. Covert is a Ph.D. student at the University at Buffalo. She is broadly interested in how use of new communication technologies impact people's relationships. Currently, her research examines how people use social media as platforms for social comparison and relationship equity assessments.