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Polarization

Polarization is a phenomenon that frequently plays a significant role in the process of business communication or negotiations. Although polarization has been studies extensively in the academia finance homework help, practical applications of the scholarly knowledge about polarization remain limited. Perhaps the best definition of polarization is given by Michelle Maiese and Tova Norlen (2003) in their essay of the causes of and appropriate responses to this phenomenon:

“Polarization is the process that causes neutral parties to take sides in a conflict. It also causes individuals on either side of the conflict to take increasingly extreme positions that are more and more opposed to each other” (“What is Polarization?”, para. 1).

However, research during the following decades has discovered that sometimes groups tend to be more cautious than their members. Thus, an overarching term for this type of group dynamics was introduced: choice shift. In case pre-exiting inclinations of individuals towards a certain view or decision are strengthened in the process of group discussion, the so-called group-induced attitude polarization (Moscovici & Zavalloni, 1969, Myers & Lamm, 1976; cited in Isenberg, 1986) is said to occur. For instance, as Myers’ (1975; cited in Isenberg, 1986) research shows, feminist sentiment among moderately pro-feminist women is enhanced by group discussion.

The second mechanism, called one-upmanship or bandwagon effect, implies that individuals are willing to present themselves in a favorable light but also as different from other group members. As Brown (1974) famously put it, “[t]o be virtuous, in any of an indefinite number of dimensions, is to be different from the mean – in the right direction and to the right degree” (p. 469). Turing to the example of a moderately pro-feminist group again, advocates of this mechanism would argue that each group member would be willing to present himself or herself as slightly more feminist than average, guided by the belief that feminist attitude is a socially desirable value in the group.

The major criticism of the social comparison theory is that it does not explain why groups sometimes arrive at decisions that are more moderate than those taken by their members alone. The persuasive arguments essaywriterfree has succeeded in explaining choice shifts happening in both directions, i.e. polarizing and depolarizing choice shifts. The theory holds that individuals’ choices are formulated on the basis of the number and persuasiveness of pro and con arguments people have in their memory at the time of the decision, and group discussion can influence members’ choices by exposing them to persuasive arguments favoring either option.

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