conformity research

• Jenness (1932) – one of the first psychologists to study conformity.

  Jenness used an ambiguous situation involving a glass bottle filled with jelly beans and had participants:

  1. Give an individual estimate
  2. Give a group estimate
  3. Give a final individual estimate

  They found when in a social group, most pps would change their answers to fit in with the group answer
• Asch -

  Aim:

  • To assess what extent people will conform in unambiguous situations

  Procedure:

  • 123 American male pps
  • Pps were asked to match a standard line with 3 comparison lines with a clear correct answer
  • Pps were in groups of 6-8 confederates who gave scripted incorrect answers
  • Assessed the frequency of the pp conforming to the group

  Findings

  • The pps conformed 36.8% of the time
  • 75% of pps conformed at least once
  • Most pps conformed to avoid rejection (Normative SI)

  Conclusions

  • People conform even in unambiguous situations
  • In unambiguous situations, people conform to NSI
• Asch variations -

  The following aspects were changed and their effects on conformity measured:

  • Group size
  • Unanimity (level of agreement)
  • Task difficulty
• Asch variations - group size

  Varied the number of confederates from 1 to 15.

  Found conformity increased with group size but only up to a point; With 3 confederates conformity was at 31.8% but the presence of more confederates made little difference

  Suggests:

  Most people are very sensitive to the views of others as just 1 / 2 confederates is enough to sway opinion
• Asch variations - unanimity

  One confederate disagreed with the group (either gave the correct answer or a different wrong answer)

  Found conformity dropped in the presence of a dissenter

  Suggests:

  Influence of the majority depends on it being unanimous
• Asch variation - task difficulty

  Made the task harder by making the comparison lines more similar in length (making the task more ambiguous)

  Found conformity increased as pp’s looked to others for guidance

  Suggests:

  When in an ambiguous situation, conformity is more likely due to Informational social influence