The impact of physical and discursive anonymity on group members’ multiple identifications during computer‐supported decision making

Drawing on the social identity and deindividuation (SIDE) model, and adding insights from research on multiple targets of identification and physical/discursive anonymity, this research examined the relationship between identity and anonymity in the use of computer‐based group decision support systems (GDSSs). Results suggested that identification with all targets was lower in GDSS meetings than it was in general. Additionally, discursively anonymous participants had less identification with their group (especially when also hidden), contributed more total comments, used more expressions with no identifications or disidentifications, and used fewer expressions of multiple identifications than did discursively identified participants. Visually hidden participants also expressed fewer comments indicating identification with their group. Overall, this research extends SIDE (as it relates to anonymity, group communication technologies, and identification with multiple targets) and offers several practical implications to users of GDSSs and similar communication technologies.