When virtual contact is all you need: The influence of Facebook on responses to social exclusion

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Social online networks such as Facebook have begun to transform social life, partly because they fulfill the users' need to belong. In this project, we plan to examine when and how Facebook affects responses to social exclusion. In our research, we have developed an experimental design to activate ("prime") thoughts about Facebook by the subtle, peripheral presentation of a Facebook icon (vs. a different, but comparable icon). We examine the effect of this activation on responses to social exclusion. In our previous studies, participants in the control condition showed more interest in further social contact (interest in reaffiliation) and a higher need to belong after experiencing exclusion (vs. inclusion). However, this compensatory reaction was considerably mitigated after subtle priming with the Facebook icon. The goal of the project is to explore the scope of the effect (Goal 1) and illuminate the underlying processes (Goal 2). To achieve Goal 1 we will first examine whether the mitigating effects of Facebook priming also occur with a real-life exclusion experience (in contrast to virtual exclusion in previous studies, Experiment 1). We will then investigate whether the effect occurs after priming with an icon representing a social messenger service (WhatsApp) and a professional network (LinkedIn), and whether the effect extends to another typical response to exclusion, i.e. aggression (Experiment 2). In Experiment 3, we will examine whether responses to strong (vs. weak) exclusion are mitigated to a greater extent by reminders of strong (vs. weak) ties. In the remaining studies we will focus on the underlying processes (Goal 2). The presentation of a Facebook icon may activate thoughts of existing social contacts on Facebook, which facilitate the restoration of the threatened need to belong (Process 1). It is also possible that the prospect of using Facebook to contact friends is made salient by the presentation of the Facebook icon, which may already alleviate the need to belong (Process 2). Both processes will be measured in Experiment 4 and separately manipulated in Experiments 5 and 6, while keeping the other process constant. Linking the results from measurement and manipulation (causal-chain design) will allow us to examine whether the Facebook priming effects are mediated by these processes. In all studies, we test the moderating role of individual-difference variables (horizontal collectivistic orientation, type of Facebook use, the valence of Facebook experiences). In addition to its basic scientific value the project is of great practical relevance. Understanding the effects of Facebook and its omnipresent icon (the blue "f") on social cognition, motivation, and social behavior can inform public policy and advance a critical use of social online networks. A workshop with journalists and a panel discussion will help disseminate the scientific findings and implications into the public sphere.