Research Model - Introvert Behavior Online Versus Offline

Research suggest that introverts engage in self defeating behavior when seeking help on customer service issues, a problem that has a potentially significant impact on brand and company engagement, and also sales. The present work is intended to compare the behavior of introverts in both online and offline environments to compare how introverts behave with the influence of the Internet. The study uses an MBTI model for introversion, with the assumptions that introverts prefer thinking to feeling with the result that they are more likely to withhold information than their extrovert counterparts. To explain, introverts are more likely to engage in silent introspection to themselves rather than freely verbalize and share this information with others. The study tests these assumptions by first identifying a population of online and offline introverts and extroverts, and examining their behavior during and after interaction with a service employee. Our hypothesis is that introverts will more often withhold information, leading to less candid interactions with service workers, passive acceptance of poor solutions, a consequent reduced satisfaction with both the company and employee and a lower incidence of purchasing after the fact. If this hypothesis is correct, then managers can adjust their systems in an attempt to extract the needed information from introvert customers that they tend to withhold, thereby increasing customer satisfaction and enhancing brand and company engagement. Behavior of subjects will be tracked with surveys and with buying patterns after the interaction.

This study represents a contribution to the existing literature in that it delineates how introverts and extraverts respond in social interactions that take place online, and links these characteristics to outcomes in customer satisfaction. There is a gap in the literature regarding how the relatively low engagement and satisfaction of introverts as compared to extraverts might be mediated. The present study hypothesizes that shortcomings in introvert tendencies to freely offer information that could help their satisfaction outcomes might be overcome by offering a full set of online interaction media that are easily accessible and cater to introverts. Previous research indicates that introverts use online interaction media in a task oriented fashion, but also that introverts are more apt to freely express themselves under the anonymity and relative lack of social pressures and potential costs that online interactions, on principle, afford them. The present research seeks to corroborate these theoretical claims with empirical evidence that introverts can achieve better satisfaction outcomes through online interactions with customer service.

Literature indicates that introverts prefer online interaction in a variety of arenas, including, for example, in education. Introverts prefer online class instruction, while extroverts prefer the more traditional, live class setting. Definitions for introversion vary in the literature, but the present study will narrow use of the term along the lines prescribed by MBTI personality testing. This personality test measures personality from a possible set of Introvert, Extravert, Sensing, Intuition, Thinking, Feeling, and Judging. The category of introversion for MBTI is in fact a continuum between introversion and extroversion. This category concerns how people acquire and use their personal stores of emotional 'energy,' where introverted type individuals focus the production and use of their energy on introspection and their own personal thoughts as an emphasis. The result is that introverts, in contrast to the characteristic gregariousness of extraverts, are likely to engage much less frequently than usual in social activities. The core difference between introverts and extraverts lies in the Thinking-Feeling dimension prescribed by MBTI personality testing. Feeling types are found to prefer personal, face to face interactions while thinking types do not carry this preference; the implication is that extraverts are more likely to be feeling types and introverts more likely to be thinking types. Introverts are more likely to be distracted by sensory phenomena. This indicates that social pressures and the variety of social performance that comes into play in face-to-face interactions with service employees may distract introverts. This research shows that introverts prefer a controlled, preferably quiet setting, and this may influence the fact that they may have better experiences in online interactions. The literature also finds that introverts prefer certain types of electronic learning environments that are less preferred by extroverts, suggesting that companies can offer a variety of online service platforms to provide the most satisfactory experience to each customer. Research also indicates that extroverts and introverts seek different aspects of institutional services, specifically that introverts prefer thinking aspect to feeling aspect. The implication is that introverts prefer an environment that values their thinking response, where their feeling response is kept in check and not being judged. This underlines the extent to which we expect introverts to have more satisfactory interactions online as compared to offline.

The model being proposed for the present study includes the hypothesis that an introvert in the offline setting is likely to experience hardship in working with a service employee in performing a variety of tasks. The research model is represented in the following diagram:



COMMENT: I added this model. It does not match up with some of the draft text. OK, I'm having some trouble making the model match what you've been telling me. I think the variables you've mentioned so far include introversion (with extroversion at the low end of the introversion continuum), "thinking" (with feeling at the low end of the thinking continuum, which I don't think really works), interaction medium (on two levels, online vs. offline), information suppression (or something similar), and outcomes (which might include satisfaction with the interaction, the organization, the service provider, other responses).

The research model that I am showing isn't exactly what we are telling about in the text. As diagrammed, you are arguing that consumer personality (introversion) causes the interaction medium, which causes the outcomes. You've mentioned nothing (I don't think) about how personality would lead to the choice of interaction medium, although I could certainly see that argument. (I think it might be more interesting, though, to let interaction medium moderate the influence of personality on other variables; this would be a person (i.e., introversion) X situation (i.e., interaction medium) framework, although I'm not certain what your actual hypotheses would be.) Be that as it may, I think you are arguing that greater levels of introversion leads to greater suppression of information (and that effect might be stronger in one or the other interaction media; i.e., interaction medium is moderating the influence of introversion on information suppression). Greater suppression of information would lead to less satisfaction with the results of the encounter (outcome quality; you might also think about the effects on interaction quality as well).

Something like this could be interesting, especially if it would lead to novel managerial implications.

Thanks for these comments. I think you could play up the fact that introverts are supposed to interact better through the use of online media and test whether this actually does lead to higher levels of satisfaction as a result of customer service interactions. I think that by providing a set of online interaction media, customer service satisfaction for introverts could potentially increase. This is useful because managers want to know how to increase their favorability amongst introverts who, research suggests, are already predisposed to view a product more negatively than their extravert counterparts. They are also predisposed, it would seem, to have negative customer service interactions due to their reticence to share pertinent information, which compounds the problem. I suppose the direct effect hypothesis would be that an increase in online interaction medium choices (x) exerts a positive influence on the outcome of satisfaction with the product/company (y). You might also use a moderation hypothesis which could look like: the negative influence of introversion on satisfaction is weaker when more online interaction choices are provided, but negative when online interaction choices are limited.

The model presents problems due to the supposed tendency of introverts to withhold information in general which, in this specific scenario, is likely to result in the withholding of mission critical information that would result in a more rapid solution to the problem. In addition introverts are more likely to accept a solution given to them in a characteristically passive manner, even when they may object on some level to the solution given and may know the path to a more appropriate solution. The construct representing a positive outcome is, simply, satisfaction on the part of the customer with the interaction. The end result of such an interaction is thus predisposed toward an unsatisfactory solution and problem solving experience during the consultation with the service employee. The result of such an unsatisfactory interaction with the service worker is thus more likely to include a lower subjective experience and opinion of the company represented by the service employee. This may include a general dissatisfaction with the company as well. Even if the result is a purchase, the introvert is less likely to purchase again due to the higher probability of dissatisfaction with offline service. In the context of online interaction, however, the introvert is less likely to display their characteristic behaviors with the result that the subjective experience and likelihood of repeat patronage is greatly improved.

COMMENT: If we can do a good job of explaining the online vs. offline moderating arguments, I think we might have something here.

The study will thus involve the testing of both the online extrovert and online introvert personalities; along with the offline extrovert and offline introvert personalities. These personalities will be identified with the survey method. Assumptions for the current study are that extroverts are disposed to seek productive interactions with service employees than are their introverted counterparts. The extroverted interactions are candid interactions that carry a higher rate of success, in the sense that problems are solved satisfactorily and extroverts depart with a more positive subjective experience and opinion of the worker and company. Candid interactions are defined as those in which pertinent information is shared-not withheld-between the subject and the service workers attempting to assist. The researchers assume that changing the medium of interaction between worker and subject is likely to result in more customers willing to have candid interactions, with the attendant positive outcomes also more likely with the switch in medium. Testing will include both offline and online interactions between service employees and subjects. Offline testing will be carried out either face to face or via telephone. Online testing will be carried out through the digital media of web chat, electronic mail, and online survey. The research will measure results through the factors of customer loyalty, customer willingness to buy, and customer satisfaction. Customer satisfaction will be measured with the survey method. Customer loyalty will be tracked by purchases subsequent to the offline or online interaction. Willingness to buy is treated by tracking the incidence of customer purchase immediately following offline or online interaction. Potential sources of error include that variables associated with service worker performance can affect online and offline interactions independent of subject personality type or traits. Another potential source of error is that the study relies on self-reporting to identify between introverts and extroverts, with the possibility that individual subjects may misidentify their traits specifically outlined for the purposes of the study. A priori knowledge of the study methods and purpose by participants could bias results. The present study proceeds from the introduction to the literature review, which summarizes theoretical studies and establishes a theoretical framework for the constructs and concepts employed in the present study.

An important component of this study hinges on the distinction between introverted and extraverted personalities, and delineating a difference in online and offline behaviors between these two groups. Research indicates that there is a significant difference in how introverts and extraverts use the Internet to interact. Although various other indicators in the Myers-Briggs Type Indicator (MBTI) represent less significant variables in influencing online behavior, the introvert and extravert continuum seems to be particularly compelling in explaining differences in online behavior. One important finding is that introverts prefer online interaction to offline interaction as compared to extraverts. Introverts are more driven by the potential costs of their behavior than are extroverts, and online interaction seems to present them with a safer place to, they feel, insulate them from these potential costs to interaction. Extraverts in contrast engage in offline interactions more often in part because they focus on advantages and potential gains to interactions, rather than on potential costs. In this way, extraverts have an inclination to 'talk out' problems in a way that introverts are not disposed to do. Research indicates that introverts are more able to freely express themselves online, particularly due to the lack of face to face interaction and its attendant pressures, to which introverts are manifestly averse. Goby speculates that the absence of physical aspects to interaction allows the introvert to mask any physical awkwardness and social insecurities they may be self conscious of displaying in a more direct interaction. Goby thus found in an empirical study that introverts were more comfortable expressing themselves online than offline. In stark contrast to extraverts, introvert participants felt that online interaction allowed a greater freedom of expression than offline interactions. Introverts in the study also felt less comfortable with self expression in the context of a structured job interview in comparison to extraverts. Extraverts also indicated, much more than introverts, that they had a high confidence in expressing their capability to potential employers through the means of face to face interview. Introverts were also found to be less likely to prefer to share positive information with others through offline or face to face means than extraverts. Introverts also do not feel that offline interactions enable them to administer a more 'personal touch' to interactions, as extraverts do, and feel less confident they can freely express themselves in offline interactions, as well. For introverts, offline interaction can be painfully public, while the online world offers them a degree of privacy with which they are more comfortable. Finally, results in Goby corroborate that the extravert-introvert distinction in MBTI has a significant correlation with the choice of preferred interaction medium.

Goby concludes that there is a potentially profound relation between personality type and preferred interaction medium. The researchers find that offline interaction is a preferred mode of interaction for all personality types, but that personality type seems to indicate what kinds of offline and online media are preferred by individuals. The implications for Goby for these results align with their implications for the present study; professionals and managers who rely on online and offline communications to both recruit employees and ensure customer satisfaction can benefit greatly from providing interaction media that cater to all personality types, especially to those who prefer non traditional types of communication media. The particular method that characterizes offline interaction is known as disintermediation. Introverts, unlike extraverts, are more prepared for this disintermediation heralded by the new preponderance of online interaction media. Goby surveys early and later studies on the nature of online interaction, summarizing that while early researchers found such interactions to be narrow and "superficial," latter studies indicate that the situation is more complicated. Instead, the absence of pressure to produce social cues and respond in 'rhythm' seems to allow a different kind of interaction and thus relationship, whereby individuals are able to respond in their own time and have more time to formulate considered responses that can more accurately represent something like their 'true view' of the matters at hand. Personality type can be seen as an influencing factor in the likelihood that individuals will find more satisfying interactions, and also relationships, online or offline. Extraverts and Feeling and Perceiving MTBI types, on this evidence, have a slight aversion to online interaction due to the fact that this interaction 'filters out' the social cues upon which they are well versed and rely.

The present study also benefits from research into how different personality types assimilate new information, a topic into which inroads have been made in education literature and research. With the advent of online learning tools over the last decade in combination with the now commonplace offering of free college courses over the internet, online communication methods in education offer a verdant testing ground for theories on personality type and preferred communication methods. Like similar studies focusing on personality type and preferred interaction method, Shin Yi and Overbaugh studied the satisfaction of students across both face to face and online teaching interactions. The researchers studied a novel form of online interaction that has now become customary in some customer service applications-online text based discussion or 'chat'. For comparison the researchers also examined participant behavior vis a vis course format, discussion format, and discussion format option in an attempt to delineate participant views of these varying structures of interaction. Results suggest that students were sensitive to interaction format based on their introversion and extraversion classification. These results were despite the fact that a preference for overall course format between face to face and online could not be established. One feature of web based discussion is that it is asynchronous and consists in forum posts, but also includes live chats. These two methods of course interaction are also available to contemporary customer service operations and so their study in education is relevant here. Asynchronous interaction in education is carried out like customer service forum or customer service email, and involves communication between two agents who correspond at different times. Synchronous communication includes live chat and involves correspondence in real time. Polling a pool of students, researchers found that overall students preferred the asynchronous mode of interaction, as it allowed students time to craft careful responses without immediate time pressure. On the other hand synchronous communications (chat clients) were felt by students to be subject to norms of social and business discourse.

Another element shared in educational research and business research is the focus on both student and customer satisfaction. Shin Yi and Overbaugh use the construct of satisfaction to glean how different interaction methods affected satisfaction. The researchers found that satisfaction could be more straightforwardly measured in the context of face to face interactions over online interactions. One element of satisfaction found was related to the number of interaction choices available to students. The study found that introverts preferred the asynchronous online study forum over the synchronous chat interaction method. Further, student satisfaction was higher when they were provided with a choice of online interaction methods. In line with the hypothesis of the present paper, students were not always able to make the choice in communication method that provided the best outcome in terms of satisfaction. Some students chose an inferior interaction method out of convenience, rather than seeking a method that provided higher overall satisfaction.

Consumer research echoes some of these findings in education. Research into personality traits and their relation to how consumers evaluate products indicates that introverts are more likely to view products negatively than extraverts. This suggests that negative customer service experiences will only serve to reinforce a view that introverts are predisposed to take. In contrast, extroverts were more likely to view products in a positive light, still more so when the product was marketed or presented in a way that aligned with a notion of their ideal selves. Consumer opinion of products was also influenced by the gap between consumer self image and the image projected by product marketing, where the larger the gap was usually met with a more negative opinion.

A more apt study examined how personality type affect the actual meaning gleaned from communications delivered through different online media. This study found that introverts and neurotic people, in contrast with extroverts, felt that they were able to express their 'real selves' through the medium of chat in comparison with real world, face to face interaction. The study cites psychology literature that suggests individuals need to find a forum of communication in which to express their true selves in order to find social recognition and true satisfaction. A construct of "the real me" was constructed to test how participants rated their ability to express their true selves in differing social and communicative environments. Those who indicated that their "real me" was on the Internet were best able to cultivate the most meaningful relationships through communications media centered on the Internet. So introverted and neurotic study participants were found to indicate that their "real me" or, the place where they had freest self expression, was on the Internet rather than in face to face interaction. The benefits provided to introverts from online interaction include anonymity and the lack of a need to reveal their physical appearance, as noted above. However anonymity seems to play a crucial role, as awkward exchanges or other 'costs' associated with human interaction are less easily associated with an individual and their real life identity. Introverts also exercise "rigid control of information" within the online interaction context. In addition to the usefulness of the Internet for finding other people similar to oneself, these advantages to online interaction are particularly important for introverts who struggle in all the ways mentioned above with traditional social interaction. Although some view the internet as a 'fake' or 'virtual' space for interaction, introverts seem to see it as a place where they can finally freely express themselves, where their "real me" finally finds expression.

Email is also heavily used in customer service applications, and provides another low cost outlet for managers and product brands to engage with customers who are experiencing issues with products. A study on email use and the introversion and extraversion continuum examined the differences in how personality types use the medium. This study found that personality type, especially introversion and extraversion, fundamentally correlated with the reasons for choosing to use email as an online interaction medium. Extraverts tended to use email in order to find diversions in the ability the medium affords to communicate with a wide network of friends, coworkers, and other acquaintances. Introverts, by contrast, tended to use email in order to complete task oriented behavior. This aligns with the view that introverts are more apt to find customer service solutions in online media, as email and other online interactions not only allow them greater self expression, but are sought by introverts for pointed purposes, whereas extraverts use these media as an excuse to connect with others for non task oriented reasons. The study indicates that extraverts use email to assuage loneliness and reinforce preexisting social ties, and to establish new ones.

An additional avenue of tracking the nature of online interaction across personality types is that of social media. Introverts have been shown to be more passive users of social media websites and services. Introverts were the smallest group in the study by Alarcon, at less than twenty percent of the participant group. Introverts had the least active social media usage profiles, and used social media as a stand in for interacting with others via email. The introverted segment was mostly male, and the age of these male introverts was generally over 45 years old. These participants reported spending less than an hour per week on social media sites and maintain the fewest number of contacts as compared to other personality segments identified in the study. These users maintained previous offline friendships with social media but did not use the service to meet new users to any significant degree. These users also did not actively seek out membership in social media sites but, instead, had joined the few of which they were a member due to having received an invitation to the service from others they knew who also used the service. The introverted user was contrasted in the study with others of vastly different characteristics, including the master communicator user, who utilized social media sites in almost every way available to them to do. In this way introverts did not use the sites to gather information on products and services, or even others to whom they were not already acquainted.

Additional research has been carried out on the psychology involved with varying personality times in regard to their social media and online interaction behavior. Extraverts used Facebook more and were also more engaged during the time that they used the service. Introverts by contrast did not seek out social interaction via the site and were much less engaged than were their counterparts in the study. This means that introverts also contributed far less data to the site content of Facebook, friending fewer individuals and leaving behind fewer photo albums, as compared to others. This corroborates findings in other studies that claim introverts use the Internet for task oriented behavior and do not seek social contact as much as extroverts but, instead, try to find situations online in which they can control this social contact. Introverts are less open to trying new activities on social networks, just like they are less so inclined vis a vis real world activities, especially those involving social interaction. However introverts are less disposed to the use of social networking sites as low conscientious arenas for procrastination, while extraverts are more likely to use online media for this kind of behavior. Introverts also provide less information from which other users can glean usable profile information with which to make impressions of the individual. Introverts also had lower openness scores on their social media profiles than extravert counterparts on the services. Some research questions the extent to which personality types transfer from real life into online arenas of communication including, chat, email, and social media, but introverts and extraverts exhibit behavior on social media consistent with real life characterizations.

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