The Buffer Effect

The mediating nature of communication technologies (e.g., telephone, voice message, or chat) can buffer the experience of conversations by establishing a figurative shield between sender and receiver. From a psychological perspective, this buffer effect may affect senders’ communication channel choices depending on their respective communication goals. Building on the impression management model of strategic channel use ( O’Sullivan, 2000 ), we examine how valence and locus of a message and the interlocutors’ relationship lead to differences in the buffer effect people establish through their channel choices. In two vignette-based, mixed-design studies, participants indicated which channel they would choose to communicate with a receiver in different situations, depending on the valence of the episode (positive vs. negative; Studies 1 and 2), who is at the center of the issue (self vs. other; Studies 1 and 2), and their interpersonal closeness (friend vs. acquaintance; Study 2). In Study 1, people chose channels with a higher buffer effect for negative (vs. positive) issues and episodes that focused on themselves (vs. the receiver). Study 2 supported a moderating effect of relationship. While people still chose channels with higher buffer effects for negative (vs. positive) issues in the acquaintance condition, the opposite was true when people were to communicate with friends. We attribute this to the higher salience of relational compared to self-presentational communication goals under increasing interpersonal closeness. The present studies expand the impression management model by focusing on the subjective buffer effect of communication channels and introducing the decisive role of relationship in its application.