Attitude change and social influence on the net

Kai Sassenberg and Kai J. Jonas

in Oxford Handbook of Internet Psychology

Published in print February 2009 | ISBN: 9780199561803
Published online September 2012 | | DOI:

Series: Oxford Library of Psychology

Attitude change and social influence on the net

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  • Psychology
  • Social Psychology
  • Cognitive Psychology



This article summarizes how social influence can be exerted in computer-mediated communication (CMC). It outlines research on short-term effects of CMC on attitudes and behaviour, rather than on long-term effects of social influence. The article first presents a model of three types of social influence that can be discerned in groups, representing the current state of research on social influence. Subsequently, the characteristics of CMC relevant to social influence are described and related to this model. Following this, classical and contemporary research is reviewed. The final section outlines a model summarizing the knowledge on social influence in CMC and identifies topics for further research.

Keywords: social influence; computer-mediated communication; Internet

Article.  10366 words. 

Subjects: Psychology ; Social Psychology ; Cognitive Psychology

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