What is in a name? An effect of similarity in computer-mediated communication
Similarity between a solicitor and a participant leads to enhanced helping behavior. An experiment manipulating similarity was carried out in a computer-mediated context where 634 males and females taken at random in various e-mails lists were solicited to visit a web site for the profit of a humanitarian organization. In half of the cases, the given-name of the solicitor, which appeared in his/her electronic address, was the same as that of the receiver. Results show that compliance to the request was significantly higher in the case of first name congruence.
Computer mediated Communcation, names, similarity, social influence