Supporting Research

• Lucas et al (2006) found that participants given easy and hard maths questions are likely to conform to others when the problems are harder. This supports ISI.
• In Asch's variation on task difficulty, conformity levels increased as people looked to others. This supports ISI.
• Schultz et al (2008) found they could change the behaviour of hotel guests by providing printed messages on how to save energy. This supports ISI.
• Jenness (1932) demonstrated the power of conformity in an ambiguous situation which supports ISI.