“What an idiot!” – How the appraisal of the writer of an uncivil comment impacts discussion behavior

Abstract

Despite incivility in online discussions being linked to various negative effects, less is known about the mechanisms of how incivility works. So far, explanations by social perception have been neglected. Therefore, drawing on the multiple inference model, this study employs an attribution theoretical approach to examine whether the motives and traits that people attribute to senders of uncivil or opposing comments affect their intentions to join a discussion. Employing a 2 (incivility vs. no incivility) × 2 (like-minded vs. opposing stance) between-subjects design, data from an online experiment (N = 452) were analyzed applying a path model (SPSS AMOS). Results revealed that participants attributed more aggressive and less nonaggressive motives to senders of uncivil messages. The attribution of aggressive motives consequently increased hostile inferences about the target. A similar pattern occurred when individuals were exposed to an opposing stance. In result, hostile inferences about the sender’s traits decreased participants’ willingness to discuss.