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Published online by Cambridge University Press: 03 May 2011
In this chapter, we bring social influence network theory to bear on the explanation of choice shift and group polarization in small groups. A choice shift occurs when, after a group's interaction on an issue, the mean attitude of group members differs from the members' mean initial attitude. Group polarization occurs when the choice shift is in the same direction as the inclination of the mean initial attitude: for example, if on some issue the initial attitude of the average member is positive (negative), then the subsequent attitude of the average member after group discussion will be more positive (negative). An explanation of choice shift is fundamental because it would also explain group polarization. Group polarization always involves a choice shift, but a choice shift can occur that does not entail group polarization (e.g., a choice shift that is in the direction opposite to the initial inclination of the group). Research on choice shifts and group polarization originated with Stoner's (1961) finding on choice dilemmas (issues in which a level of acceptable risk on a course of action is being debated) in which he reported that the decisions of groups involved higher levels of risk-taking than the decisions of individuals. This finding, known as the “risky shift,” stimulated a large number of studies:
Rarely in the history of social psychology has a single study stimulated as much research as the master's thesis by Stoner (1961) which reported the discovery of “the risky shift.” Its conclusion that groups are riskier than individuals was widely interpreted as being contrary to the findings of previous research on the effects of groups on individuals. […]
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