Linguistic Style Accommodation Shapes Impression Formation and Rapport in Computer-Mediated Communication:

Communication accommodation theory predicts that social power plays an important role in influencing communicative behaviors. Previous research suggests these effects extend to linguistic style, thought to be a nonconscious aspect of communication. Here, we explore if these effects hold when individuals converse using a medium limited in personal cues, computer-mediated communication. We manipulated social power in instant messaging conversations and measured subsequent interpersonal impressions. Low power induced greater likelihood of linguistic style accommodation, across between- (Study 1) and within-subjects (Study 2) experiments. Accommodation by those in a low-power role had no impact on impressions formed by their partner. In contrast, linguistic style accommodation by individuals in a high-power role was associated with negative interpersonal impressions formed by their lower power partner. The results show robust effects of power in shaping language use across computer-mediated communication. Furthermore, the interpersonal effects of linguistic accommodation depend on the conversational norms of the social context.