چکیده (انگلیسی):

Two experiments examined (a) if the gender of a randomly assigned character would affect individuals' inferences about an anonymous partner in computer-mediated communication (CMC) and (b) how the gender inference would moderate informational social influence. In Experiment 1, participants played a trivia game on a gender-biased topic (sports vs. fashion) with their ostensible partner via computer, represented by a gender-marked cartoon character. The results showed that both men and women, despite the arbitrary nature of character assignment, categorized the partner according to the character's gender. However, the effects of the gender inference on conformity were moderated by the topic and the participant's gender. First, when the topic matched the participant's gender, there was no character effect. Second, whereas women used “expertise heuristics”, exhibiting greater conformity to the male-charactered than female-charactered partner on a masculine topic, men displayed greater conformity to the male-charactered than female-charactered partner on a feminine topic, suggesting male resistance to female influence. Using a gender-neutral topic, Experiment 2 confirmed the explanations. Although the character triggered gender-stereotypical perception of the partner, when the gender was not diagnostic of expertise, the character's gender did not affect women's conformity behavior while men nonetheless showed greater conformity to the male-charactered partner.