Define group polarization. What happens to attitudes in the process of polarization?

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Define group polarization. What happens to attitudes in the process of polarization?



Group produced enhancement of members' pre-existing tendencies; a strengthening of the members' average tendency, not a split within the group

Group polarization is group-produced enhancement of members' preexisting tendencies. That is, if a group starts out as moderately positive toward some idea, it is likely to end up as more positive at the end of the discussion. It is important to note that this is not solely an effect on the group decision. It is actually a strengthening of the members' average tendency. The group members become more extreme in their attitudes. Also when we talk about polarization, you should be aware that it is not a split within the group, as some people think (that is, half of the group moving to one extreme, and the other half to the other).

This polarization is often the result of discussion. If you look at the figure below, you will see that regardless of people's initial views (either positive or negative) once people discuss them they become more extreme. This is called the risky shift.

How do we explain group polarization? There are at least two types of influence going on here. Think back to the conformity module. The first type of influence we see in these types of groups is informational influence. This results from believing that others have the information we need to make correct decision. There are also normative influences at work. As we know, this is Influence based on a person's desire to be accepted or admired by others.

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