Discuss factors influencing conformity

Intro:

Conformity = change of behavior as a result of real or imagined group pressure or norms

- Social identity theory

- Cultural dimensions

- Self-esteem

- Unanimity

- Group size

- Private vs Public responses

Asch

• Aim: To test the extent of conformity in a non-ambiguous task

• Method:

  • 1 real subject among 7 confederates

  • They were asked which of the 3 lines on the right corresponded to the line presented on the left

  • Confederates of the study were told to give incorrect answers

  • separate condition → participant was told to write down their answers individually

  • In another part of the experiment → subject was given a supporting confederate

• Results:

  • 32% conformity rate

  • 74% of subjects conformed at least once

  • Supporting confederate → conformity rate dropped to 5.5%

  • When participants were allowed to answer privately → conformity rate dropped again

• Conclusion:

  • People change their behaviour in accordance with others