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    Effect of Personality on VirtualCommunications In Warfare

    HARRY I. NIMON AND GEORGE J. GRAHAM

    Individuals and corporations worldwide are increasing utilization of computer-

    mediated-communications (CMC) systems and processes. Such endeavors are shortening lines

    of communications, yet simultaneously distancing understanding. Winston Churchill once

    opined that the British and American peoples are two great peoples separated by a common

    language. Some relate aspects of culture as the source ofChurchills quote. Separating factors

    may be more engrained than previously believed or theorized.

    The authors examined a high-stress setting determined to be one where the trappings

    of culture disappear leaving only the basic emotional and cognitive survival aspects of

    personality; the environment of military combat. Observing the results of the studys individual-

    environment relations raises the question of whether personality is a factor in virtual team

    efficiency. The study examined the relationship of an individuals ability to function efficientlyutilizing virtual communications and processes while under extreme stress. This article is a

    summarization of the findings from that study.

    The world is experiencing a revolution in the availability and use of information,

    specifically concerning the utilization of internet and computer-mediated

    communications (CMC) (Wagner, 2002). Researchers such as Kerr and Tindale (2004)

    and Wagner (2002) discussed the growing tendency within organizations to utilize CMC

    and virtual communications in the creation and processes of work teams, which they

    called virtual teams. Organizations link individuals of varied cultures and nationalities in

    virtual teams to perform tasks once limited to collocated groups (Gupta & Govindarajan,

    2004; Kring, 2004).

    Kerr and Tindale (2004) reviewed studies conducted since 1992, examining the

    question of whether electronic groupswhere inter-member communication is managed

    electronically rather than in face-to-face interactionmight have certain performance

    advantages (p. 626). Kerr and Tindales research, supported by the work by Wagner

    (2002), concluded that, while a viable and growing process with many positive

    tendencies, the structure of virtual groups is so complex as to render the reviewed studies

    overly simplistic. Most research, according to the researchers, was limited to examining

    only the relationships of group size, task type, available choices, stress conditions, or

    decision scheme rather than the deeper cognitive structures of intelligence, personality,

    social structure, and other non-face-to-face issues (Aldridge, 2001; Gibson et al., 2003;

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    Goh, 2004; Kerr & Tindale, 2004; Wagner, 2002). Maxwell (2006) cited numerous

    psychological studies linking cognition and interpersonal aspects to adaptive behavior, or

    personality. Maxwell (2006) further stated that a primary faculty of emotion, or

    personality, is to reflect and motivate the modification of individual-environment

    relations in an advantageous manner.

    The linkage of personality to individual-environment relations raises the question

    of whether personality is a factor in virtual team efficiency. This study examined the

    potential of such a linkage, exacerbated by the introduction of a high-stress environment,

    considered and examined by J. Burgoon and others as a critical aspect of autonomic

    cognitive response (Burgoon, Blair, & Moyer, 2003, J. K. Burgoon et al., 2005; J. K.

    Burgoon, Blair, & Moyer, 2003; Buller & J.K. Burgoon, 1996).

    In situations of high stress, the communications receiver expects a particular

    message based upon the cues, verbal and nonverbal, presented by the sender. Thus, when

    the cues are not present, the receiver misses or ignores the actual message as the brain is

    engaged in replacing this missing information to complete the picture. Bermudez et al.

    (2004), Goh (2004), Halone and Pecchioni (2001), Hawkins (2002), and Higgins (2003)

    established that a situation of missing cues is particularly prevalent in virtual teams due to

    the use of electronic communications media.

    CMC expansion throughout government, industry, and academia is a result of the

    fact that virtual teams are viable solutions to the issues of distance, cost, and globalization

    of resources (Jang, 2003; Jarvenpaa & Leidner, 1998; Scholtz, 2003). Government

    utilizes virtual/CMC systems in intelligence, military, and operational roles. Industry is

    increasing the use of virtual meeting technology as travel costs continue to increase.

    Academia utilizes virtual classrooms to expand their breadth of student coverage. In each

    of these situations, information passes in pictorial and/or text format without the benefit

    of non-verbal support inputs.

    Background and Supporting Theories

    Three major theories were considered. They are the expectations violations model

    and theory (Burgoon, et al, 1998), collaborative decision making theory (Bridgland &

    Watro, 1987; Buchanan & Kock, 2000; Higgins, 2003; Pidd et al., 2003; Ryan, 2002;

    Thomas, 2003; Warner & Wroblewski, 2004), and fault-tolerant decision making theory

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    (Brown, 2004). Each theory held, in different ways, that in a CMC environment, the

    receivers of electronic communications are free to interpret the communications while

    not providing non-verbal feedback to the sender. Such a situation potentially negates

    participation of the sender to the idioms of individual personality. Thus, unification of

    information and processes effects can occur resulting in receiver decision anomalies. The

    theories do not examine the source of these anomalies, concluding the need for additional

    study.

    Decision support systems include options for making human collective choices;

    decision support systems require optimal rules such as laws, ethical standards, and others

    that make human interaction mandatory. The interaction establishes the basis for

    cognitive process misunderstandings (Brown, 2004). A misunderstanding within the

    cognitive process creates additional areas of uncertainty in the CMC environment,

    leaving the individual more reliant upon individual expectations and personal preferences

    of action.

    People are social animals reared and developed within the confines of society

    (Darwin, 1965; Dickson et al., 2004; Kincaid, 1987). People establish themselves as an

    element of society and conform to social and normative strictures. The necessary

    communications of a societal organization result from a lifetime of learning acceptable

    and unacceptable standards of interaction. As cited by Allot (2001), researchers such as

    Levins (1570), Butler (1634), Flint (1740), and De Saussure (1916) studied the innate

    character of language or communications as the basis for the creation of society.

    In a study published in 2002 at the 130th Annual Meeting of the American Public

    Health Association, Campo et al. (2002) reported the link between social norms and

    expectancy violation. Their work demonstrated that socially developed expectations

    create inaccurate perceptions when required information is not present. The violations

    cause misconceptions of correct attitude or behavior, leading to incorrect attitude changes

    in the participants.

    The information from Campo et al.s 2002 study pointed to the powerful effects

    social norms have on behavior. Behavioral change effects link to and derive from the

    societal need of humans for acceptance and social membership.

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    The structure of the human mind, in particular mental processes for all human

    beings, is indicative of the extent to which external, nonverbal communications stimulate

    mental activity and decision making (Zaltman, 2005). Zaltman noted that language is

    limited and should not be confused with the process of thinking or thought. People think

    not simply in words, but in pictures, feelings, and other factors(Mahoney, 2003;

    Yoogalingam, 2003).

    The research cited abovedemonstrated a significant relationship between

    expectation and the foundations of communications structure in all forms. The research

    led to the conclusion that the basis for expectation develop within each human being from

    birth as the means to develop the ability to communicate, interact, and survive within

    society (Lee, 1999). The research also demonstrated an increasing reliance upon

    expectation norms as stress and external uncertainty increase (Henderson, 1999; Hoch,

    Kunreuther, & Gunther, Eds., 2001; Lussier, 2002). It is, therefore, logical to infer that

    violation of these expectations will have an effect on the mental activities of humans in

    an uncertain environment. Additionally, it is logical to infer that, as cognitive processes

    rely heavily on the aspects identified by Mahoney (2003) and Yoogalingam (2003) as

    well as the basics of culture and language, that the individuals personality is the foci of

    cognitive behavior and determination.

    Method

    Due to the qualitative nature of the information gathered and the position on

    psychological research methodologies espoused by Jung (1968), a mixed method process

    was utilized to study the relationship of personality to CMC efficacy. Jung stated that the

    construct of individual personalities defies detailed analysis in a quantitative structure

    due to the variation in environments within which one finds the subject and that exhibited

    personality adjusts to fit the environment (Laszlo, 1990). However, Jung did not have the

    specific tools available today for the assessment and quantification of behavioral

    personalities.

    This study utilized a bidirectional approach similar to that utilized by Wagner

    (2002). The subject pool derived from a set of U.S. Army personnel with appropriate

    virtual communications experience. The experience was set within a combat

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    environment, being the highest stress environment considered available and supportable

    as such.

    A questionnaire, the Military CMC Effectiveness Survey (M-CMCE), established

    what information, data, and knowledge existed within the unique environment of the

    individuals involved in high-stress combat situations. Participants were interviewed for

    data on experiences, concerns, problems with systems where understanding were

    involved, and overall impressions of communications accuracy using on-line systems.

    The personality element was determined utilizing the Insights-Discovery

    Personality Determination Questionnaire resulting in a quantifiable personality matrix.

    The Insights-Discovery process relates the matrix to an internationally validated

    psychological profile (Insights Learning and Discovery, 2006). The profile derives from

    the work of Jung in The archetypes and collective unconscious (Collected Works of C.J.

    Jung, Vol. 9, Part 1) (Jung, Adler, & Hull, 1968) and has been validated through

    repetitive and detailed study by Westminster University, London, England (Lothian,

    2002). Figures 1 and 2 are depictions of the output of the methodology.

    Figure 1: Insights-Discovery learning

    dynamics structure matrix. Note. From

    Insights Learning and Discovery, Ltd.

    (2006). The Insights-Discovery System.

    Retrieved January 1, 2006, from

    http://www.insights.com/core/English/

    TheDiscoverySystem/default.shtm.

    Reprinted with permission.

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    Figure 2: Insights-Discovery personality

    matrix compilation wheel. Note. From

    Insights Learning and Discovery, Ltd.

    (2006). The Insights-Discovery System.

    Retrieved January 1, 2006, from

    http://www.insights.com/core/English/

    TheDiscoverySystem/default.shtm.

    Reprinted with permission.

    The specific analysis methodology is depicted in Figure 3 below.

    Data Development

    M-CMC

    Survey

    Analysis

    Mind-Stretch

    Database

    SoldierSubject

    Insight-Discovery

    PersonalitySurvey

    Combat CMC ExperiencePersonality Type Data

    Soldiers with CMC/Combat experience are surveyed via internet Personality Data Independent Variable

    Education/Demographic Data Independent VariableExperiential Information with CMC Dependent Variable

    Data obtained using single survey combining Insight-Discovery and Military-Computer MediatedCommunications (M-CMC) surveys into one interface

    M-CMC gathers demographic and experiential data as to the subject s CMC activities/experiences incombat

    Personality/Likert data stored in Mind-Stretch, Inc. (Insight-Discovery Company) servers and fed to theIDTA Tool for base analysis and display as Insights Wheel

    Textual information fed to Analysis Software for Word-based Records (AnSWR) and codified based oncommonalities such as recurring themes, etc.

    Codified information compared to personality and demographic ele ments

    AnSWR

    AnalysisTool

    Insight-DiscoveryTeam Analysis

    Tool

    Text Data

    Personality-LikertInformation

    Likert

    Data

    Structured CommonAttribut es

    Study Data Development and Analysis Process

    PersonalityData

    Figure 3: Study Methodology

    RESULTS

    The study data provided information indicating that there were specific

    differences associated with the respondents perceptions of their ability to work within a

    virtual environment. The survey investigated specific domains ranging from normal face-

    to-face and purely virtual communications methodologies. The resulting information

    included perceptions of the clarity of the information being passed; perception of the

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    message being communicated vice the intended message; and perception of error in

    understanding leading to abandonment of the CMC system process. The data depicted a

    nearly bi-modal structure between normal human communications and the virtual (CMC)

    domains. The issue then became one of whether there existed any specific similarities

    between the CMC-successful and CMC-unsuccessful groups.

    Personality Results

    The results from the Insights-Discovery survey consisted of four identifying

    colors or labelsred, green, yellow, and bluewhich correlate to specific Jungian

    personality typology functions or attributes described in Table 1. The functions or

    attributes shown relate to personality characteristics, how individual participants display

    the typology characteristics during personal interactions.

    Table 1

    Insight-Discovery Color Dynamics

    A combination of Table 1 and Figure 4 indicates participants expressing a

    perception of full CMC efficacy have primary personality functionality of thinking and

    introverted, or what Insights-Discovery labels the Blue factor. Blue emerged as 31% of

    the respondent structure. Blue individuals have primary personality traits of being highly

    analytical and precise; however, others see Blue individuals as indecisive and prone to

    focus on minutiae.

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    Focused Respondents Personality Structure

    31%

    23%

    20%

    26%

    Blue

    Green

    Yellow

    Red

    Figure 4. Focused respondents personality structure summary.

    Twenty-three percent of the respondents had thinking and extroverted, or Red,

    tendencies. Individuals with a Red tendency have as their personality traits a value of

    taking action, making decisions, and mental challenges. However, Red individuals

    generally do not tolerate indecision in others or themselves (Jung et al., 1968). Red

    individuals also have a high degree of confidence in their own abilities, but communicate

    to others a degree of lack of trust that may not truly be a part of their personality

    construct. Individuals having a score of Blue are analytical, precise, cautious, deliberate,

    and others perceive this as indecisive (Jung et al.). Figure 4 depicts the results of the color

    dynamics in a related scoring value for comparative analysis.

    Of specific interest are the positions of the various result points in Figure 5. The

    Insights Wheel segregates into the various typology color zones and further subdivided

    into degrees of strength in three concentric circles. The closer the respondent scores are

    toward the center of the graph, the lower the strength of the typology. Additionally, the

    closer the respondent scores are toward one of the dividers, the greater is the focus of the

    respondent to that typology subcategory. For example, the respondent scoring 35 on the

    wheel is a primary Blue with strong observer tendencies, yet edges toward a reformer

    attitude. The participant with a score of 36 is a strong Blue reformer. Each has specific

    traits not part of the current study.

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    Figure 5: The Insights Wheel asterisk

    group. Note. Figure created expressly

    for the current study and reprinted with

    the permission of Insights Learning and

    Discovery, Ltd. via MindStretch, Inc.

    Copyright 2008 by MindStretch, Inc.

    Discussions with Insights-Discovery analysts revealed that what appear to be

    outliers on this graph are, in fact, not (personal discussions with Amerman, 2008). The

    coordinator/supporter structures reflect similar aspects to the other structures with the

    primary differentiation being the coordinator/ supporter group represents introversion

    rather than extraversion, which reflects a greater selection to attention on the preference

    of sensing rather than thinking. Jung discussed that these preferences are focused

    typologies or human differences (Jung et al., 1968). The Jungian typologies, when

    combined, describe specific differences among people (Amerman, 2008). The

    introversion typology focuses energy and attention inward (Jung et al., 1968). The inner

    world is the real world, which determines the persons behavior. The outer world is less

    real, exerting less influence on behavior (Jung et al.).

    The individual in the supporter, or Green, position focuses on introverted feeling

    and shows more attention to others. A Green person has a need to observe others level of

    honesty, available in face-to-face communications and not CMC. Confirmation of this

    evaluation comes from the respondents textual survey responses. Participants scoring in

    the Green typology revealed the need to observe which responses exist in the nonverbal

    communication of others and a concern for ensuring the others complete understanding

    of the message sent by the respondents. However, the respondents also discussed a

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    comfort with CMC systems not mentioned by participants scoring virtual systems lower.

    The respondents comments may come from a high degree of experience and training in

    the CMC systems not indicated in the limited Likert range of the M-CMCE survey.

    Figure 6 contains the personality rankings for the respondents who registered their

    perception of CMC efficacy as lower than face-to-face communications. Although the

    rankings appear similar, the scorings show a typology strength difference. Figure 7

    diagrams a reversal of strength in both the Blue (observer/reformer) scales as well as the

    Red (reformer/director) scales in side-by-side depictions. The comparison demonstrates

    the relationship between the two sets and the change in typology strengths. The lines

    between the two charts are not depicting a change in scorings that are from the same

    individuals, but are rather of different individuals from the two separated groups.

    Figure 6. The Insights Wheel nonasterisk group.Note. Figure created expressly

    for the current study and reprinted with the permission of Insights Learning and

    Discovery, Ltd. via MindStretch, Inc. Copyright 2008 by MindStretch, Inc.

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    Figure 7. The Insights Wheel nonasterisk group.Note. Figure created expressly for the

    current study and reprinted with the permission of Insights Learning and Discovery, Ltd.

    via MindStretch, Inc. Copyright 2008 by MindStretch, Inc.

    The rankings in Figure 7 reflect the respondent personality types where each respondent

    is in a leadership or leadership staff position. Claxton (2004) focused on participants in

    leadership or leadership staff positions within the U.S. DOD. Thus, the relationship of the Blue

    and Red rankings indicate similar findings to the findings discussed by Claxton (2004) in his

    dissertation involving personality types and leadership roles in the U.S. Department of Defense.

    The importance of the developed data of the current study, and an issue not considered byClaxton (2004), is the strength of the rankings. There are four zones or circles within the Insights

    Wheel. The further toward the outer circle, the more embedded in the category the respondent

    lies, and the less the secondary personality preference influences behavior. Conversely, the

    nearer the center, the stronger the relationship between the types the personality becomes

    (Amerman, 2008). Thus, while the current study both supports and is supported by Claxtons

    work, the aspect of the general nature of personality types of individuals in leadership positions

    becomes non sequitur as it is a constant.

    CONCLUSIONS

    The study conclusion is that personality typology may influence decision-making

    efficacy of individuals utilizing CMC systems in combat environments. From the conclusion, the

    identification of three specific elements as likely influencing factors was possible: strength of

    individual personality typology, trust, and cognitive expectation.

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    Strength of Individual Personality Typology

    When the use of fully capable CMC systems, identified as CMC with full graphics, was

    under consideration, one set of the respondents recorded increased perceptions of efficacy while

    the other set did not. The divergence in perception did not derive from differences in the

    respondents education, virtual system experience, knowledge of information technology

    systems, or level of authority while in combat environments. Rather, the respondents data

    revealed nearly identical demographics. The most likely remaining element of influence, as

    derived from the data, is individual typology.

    More accurately, the data indicate the possibility that the strength of the personality

    typology may be the primary influence. The M-CMCE survey participant textual responses,

    which included verbiage indicative of experiences directly tied to the respondents perception

    scores, such as a need for visual cues for those scoring CMC system efficacy low and the

    disassociation of these cue requirements for those scoring CMC system efficacy high, provided

    further support for this conclusion. Therefore, given the similar results of the Claxton (2004)

    study and the current study, the conclusion may be drawn that a relationship exists between

    personality typology strength and decision-making.

    Moreover, as the Claxton (2004) study methodology and personality tool base and the

    current studys methodology and tool base are sufficiently similar for close comparison, the

    similarities of the study results further support the concept that specific leadership personality

    relationships are a possible constant. The theory possibility is that a relationship exists between

    personality strength and communications clarity within a CMC structure in a combat

    environment. Given the researched relationship between both personality and communications

    clarity and decision-making, there exists a potential relationship between personality and

    decision making efficacy when utilizing CMC systems within a combat environment.

    Trust

    Although the current studys methodology was limited to typologies, some of the

    developed data addressed the issue of trust. The trust issue developed from the M-CMCE survey

    data focuses on two primary domains: trust of the information arriving through the CMC systems

    and the participants trust of their own ability to communicate effectively via CMC systems. The

    M-CMCE survey was constructed to develop data on decision-making efficacy, not individual

    trust issues such as addressed in the Wagner (2002) and Walters (2004) studies. However,

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    comparisons with the Wagner and Walters studies resulted in information similar to the two trust

    domains identified in the current studys data.

    Wagner (2002) identified correlations in the importance or risk associated with a specific

    communication message and the communications technology utilized. The nature of the issue

    open for discussion by the virtual team members, according to Wagner, is a key to the

    technology the teams chose to use. Walters (2004) concluded that the less confidence or trust in

    the team, the sensitive or personal nature of the message, or its possible negative reception, the

    more likely an individual is to select a lower technology such as e-mail. If the message is of high

    importance or requires verification of understanding, is volatile, or is of high criticality, the team

    member is more likely to select a face-to-face meeting or visual technology. When trust

    relationships are high, advanced technology receives primary selection (Walters).

    The developed data and conclusions contained in the Walters (2004) study are similar to

    the data developed in the current study. Specifically, M-CMCE survey text and Likert-like score

    data indicated an enhanced trust in the CMC systems by participants scoring CMC system use

    high. Simultaneously, the M-CMCE survey participants scoring CMC system perceived efficacy

    low likewise expressed low trust in both the systems and team members. Thus, a comparison

    with the Walters study also supported acceptance of the current studys primary hypothesis.

    Cognitive Expectation

    A key factor in the current studys conclusion had a basis in the individuals nature to

    rely upon experiences and cultural dynamics to establish expectations of which verbal and

    nonverbal inputs are cognitively necessary to formulate decisions. The expectations, when

    violated through their absence, result in the brain substituting potentially inappropriate memories

    for missing data points. A similar occurrence exists in the psychology rubric in which a

    participant reads a paragraph from which all vowels are removed. Because the cognitive

    expectation has the vowels present, the brain inserts the absent vowels, enabling the reader to

    understand the paragraph.

    The M-CMCE survey data supported the premise of the individuals need to revert to

    familiar mental processes due to the emotional comfort the processes provide. The support

    derives from the participant statements expressing the desire for face-to-face communications in

    sensitive situations and the participants simultaneous low scoring of CMC system perceived

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    efficacy. Reversion to familiar mental processes is the basis for the expectation violation theory

    (Burgoon & Hale, 1988).

    Comparison with the Wagner (2002), Claxton (2004), and Walters (2004) studies again

    supported the conclusion that expectation violation may constitute a primary factor in the

    observed participants perception differences. As stated in the Trust section, Wagner (2002)

    found that participants perception of cognitive efficacy on the part of team members was a key

    to the participants selection of virtual team involvement. Lewis and Weigert (1975), as quoted

    in Wagner (2002, p. 47), noted We cognitively choose whom we will trust in what respects and

    under what circumstances, and we base the choice on what we take to be good reasons

    constituting evidence of trustworthiness (p. 969). A cognitive choice creates an expectation as

    the choice derives from what we take to be good reasons (Lewis & Weigert, as cited in

    Wagner, p. 47). The reasons derive from experience, a key elemen t in Burgoons theory of

    expectation violation (Burgoon & Hale, 1998). Violation of what the individual considers a good

    reason results in stress and cognitive dissonance.

    The conclusion of the current study, based on available survey data and the exegetic

    information, is that personality typology may directly influence perceived CMC and decision

    making efficacy, particularly in the highly stressful environment of combat conditions.

    Additionally, there is sufficient information present to hypothesize a direct relationship in

    typology strength and degree of individual reliance upon previous experiences and decision-

    making efficacy based upon expectation violation in virtual CMC environments.

    George J. Graham is a faculty member for the University of Phoenixs School of Advanced Studies. He isa PhD in political science/public policy from Northern Arizona University. He holds a bachelors degreefrom the University of Southern California and a masters degree from California State University LongBeach. He may be reached [email protected].

    Harry I. Nimon is a Sr. Analyst for The Boeing Corporation, Defense Systems Division. He is a PhD fromthe University of Phoenix, in Phoenix, Arizona. He holds a bachelors degree in Education from AkronUniversity, Akron, Ohio and masters degrees from Central Michigan University(MBA), Mt. Pleasant, MIand the US Army Command and General Staff College (MS in Operations Management Science). Hemay be reached [email protected].

    mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]
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