ConformityConformity

Social PsychologySocial PsychologyChapter 7Chapter 7

October 8, 2004October 8, 2004Class #6Class #6

ConformityConformity

Changing one’s behavior Changing one’s behavior to match to match the responses or actions of others the responses or actions of others (no pressure necessarily)(no pressure necessarily)

The Chameleon EffectThe Chameleon Effect

Chartrand and Chartrand and Bargh (1999)Bargh (1999) Participant and Participant and

confederate confederate worked on a task worked on a task togethertogether

Is behavior contagious?Is behavior contagious?

Milgram et al. (1969) Milgram et al. (1969) Research confederates congregated and Research confederates congregated and

craned their necks to gawk at a window craned their necks to gawk at a window on the 6on the 6thth floor of an apartment building floor of an apartment building

80% of all passers-by stopped and 80% of all passers-by stopped and gazed upwardgazed upward

UncertaintyUncertainty

In In ambiguous situations,ambiguous situations, people tend people tend to rely on information provided by to rely on information provided by othersothers Sherif asked students to judge the Sherif asked students to judge the

apparent movement of a stationary light apparent movement of a stationary light on a wall on a wall

Autokinetic EffectAutokinetic Effect A stationary spot of light in a dark room A stationary spot of light in a dark room

appears to moveappears to move

Sherif (1937)Sherif (1937)

Put yourself in the role of the Put yourself in the role of the participant…participant… Day 1Day 1

Participant stares at a pinpoint of light Participant stares at a pinpoint of light about 15 feet awayabout 15 feet away

The light seems to be moving but you The light seems to be moving but you can’t be sure…after a few seconds it can’t be sure…after a few seconds it disappearsdisappears

Sherif: How far did it move? Sherif: How far did it move? Participant: I’m not really sure but maybe Participant: I’m not really sure but maybe

about 8 inchesabout 8 inches

Sherif (1937)Sherif (1937)

Day 2Day 2 The participant is now joined by three confederatesThe participant is now joined by three confederates This time all four stare at the pinpoint of light about This time all four stare at the pinpoint of light about

15 feet away15 feet away Again, you think it moved about 8 inchesAgain, you think it moved about 8 inches

Sherif: How far did it move?Sherif: How far did it move? Confederate 1: 2 inchesConfederate 1: 2 inches Confederate 2: an inch or twoConfederate 2: an inch or two Confederate 3: oh, no it can’t be more than one Confederate 3: oh, no it can’t be more than one

inchinch Participant: oh, I guess about 6 inchesParticipant: oh, I guess about 6 inches

Everyone else looks at you as if you are crazyEveryone else looks at you as if you are crazy

Sherif (1937)Sherif (1937)

Day 3Day 3 The same situation as Day 2 except this The same situation as Day 2 except this

time you reply “about 4 inches”time you reply “about 4 inches” Day 4Day 4

The same situation as Day 2 except this The same situation as Day 2 except this time you reply “its probably like 2 time you reply “its probably like 2 inches”inches”

Conformity: Conformity: Asch’s Research on Group Asch’s Research on Group

InfluenceInfluence Lets look at Lets look at

Asch’s classic Asch’s classic research studies research studies involving group involving group pressure…pressure… Asch (1951, Asch (1951,

1952, 19561952, 1956))

Which of the lines on the left most closely Which of the lines on the left most closely matches line A on the right?matches line A on the right?

A1 2 3

In this early In this early version, Asch had version, Asch had 16 “naïve” 16 “naïve” participants with participants with 1 confederate 1 confederate who gave who gave incorrect answersincorrect answers

Asch (1951)Asch (1951)

Asch (1951)Asch (1951)

Results:Results: Participants laughed at and ridiculed the Participants laughed at and ridiculed the

confederateconfederate

Asch’s Research on Group Influence Asch’s Research on Group Influence (1951, 1952, 1956)(1951, 1952, 1956)

Series of experiments Series of experiments most done with 1 most done with 1 participant and 5-8 participant and 5-8 confederatesconfederates

Real participant Real participant would give their would give their judgment after judgment after several confederates several confederates had already given had already given theirstheirs

Which of the lines on the left most closely Which of the lines on the left most closely matches line A on the right?matches line A on the right?

A1 2 3

What would you What would you say if you were in a say if you were in a group of 6 others, group of 6 others, and all agreed the and all agreed the answer was 2? answer was 2?

Asch (1956)Asch (1956)

When alone, 95% of participants got all When alone, 95% of participants got all the answers correct…the answers correct…

A1 2 3

When confronted by When confronted by the unanimous the unanimous incorrect majority, incorrect majority, participants conformed participants conformed 37% of the time…in 37% of the time…in fact fact 75%75% went against went against their own eyes at least their own eyes at least once if the group gave once if the group gave a wrong answera wrong answer

Asch (1956)Asch (1956)

Asch (1956)Asch (1956) Some participants said they didn’t want to look Some participants said they didn’t want to look

silly or be rejected by the rest of the groupsilly or be rejected by the rest of the group This is referred to as normative social This is referred to as normative social

influenceinfluence They wanted to “fit in” with the othersThey wanted to “fit in” with the others

Some participants said it was because they Some participants said it was because they thought the others must have had better thought the others must have had better eyesight or be better informed in some wayeyesight or be better informed in some way This is referred to as informational social This is referred to as informational social

influenceinfluence They were basically utilizing others as a They were basically utilizing others as a

source of informationsource of information

Asch’s conclusions…conditions that Asch’s conclusions…conditions that strengthen conformitystrengthen conformity

The following were influential insofar The following were influential insofar as conformity was concerned...as conformity was concerned... Group sizeGroup size Incompetent and insecure Incompetent and insecure

individualsindividuals Group’s status and attractivenessGroup’s status and attractiveness

Group sizeGroup size

As the number of people increases so As the number of people increases so does conformity…does conformity… Asch varied the size of his groups using Asch varied the size of his groups using

1 to 15 confederates in his many studies1 to 15 confederates in his many studies Once there was 3 or 4 confederates, the Once there was 3 or 4 confederates, the

amount of additional influence was amount of additional influence was negligible negligible

Incompetent and insecure Incompetent and insecure individualsindividuals

When one is made to feel When one is made to feel incompetent or insecure conformity incompetent or insecure conformity is likelyis likely

Group’s status and Group’s status and attractivenessattractiveness

Kind of goes without saying…if its a Kind of goes without saying…if its a group you want to be a part of – you group you want to be a part of – you will likely conform to its opinions will likely conform to its opinions

Asch’s conclusions…conditions Asch’s conclusions…conditions that weaken conformitythat weaken conformity

Presence of an ally – the “true partner Presence of an ally – the “true partner effect”effect”

IndependenceIndependence

Presence of an allyPresence of an ally

The presence of a true partner, who The presence of a true partner, who agreed with the subject, reduced agreed with the subject, reduced conformity by 80%conformity by 80%

When we have an ally, we can diffuse the When we have an ally, we can diffuse the pressure because we are not the only one pressure because we are not the only one breaking the normbreaking the norm Substantially more difficult to stand alone for Substantially more difficult to stand alone for

one’s convictions than when one is part of one’s convictions than when one is part of even a tiny minorityeven a tiny minority

Any dissent can reduce the normative Any dissent can reduce the normative pressures to conformpressures to conform

IndependenceIndependence

Some people care more about Some people care more about standing up for their rights than standing up for their rights than being dislikedbeing disliked

In the movie, “12 Angry Men” – a In the movie, “12 Angry Men” – a lone dissenter resisted the pressure lone dissenter resisted the pressure to conformto conform

Asch (1956)Asch (1956)

Bottom-line Conclusion:Bottom-line Conclusion: People faced with strong group People faced with strong group

consensus sometimes go along even consensus sometimes go along even though they think the others may be though they think the others may be wrongwrong

And these are strangers…what if they And these are strangers…what if they were member’s of your own circle of were member’s of your own circle of friends? friends?

Difference between Asch & Sherif Difference between Asch & Sherif studiesstudies

Sherif:Sherif: Because of ambiguity, participants Because of ambiguity, participants

turned to each other for guidanceturned to each other for guidance Asch:Asch:

Participants often found themselves in Participants often found themselves in an awkward positionan awkward position

It was obvious that group was wrongIt was obvious that group was wrong

Difference between Asch & Sherif Difference between Asch & Sherif studiesstudies

Sherif (moving light)Sherif (moving light) Subject didn’t know wasn’t correct Subject didn’t know wasn’t correct

answeranswer Reasonable to consider other’s viewsReasonable to consider other’s views Participants later adopted social normsParticipants later adopted social norms

Conformity leads to internalizationConformity leads to internalization

Asch (parallel lines)Asch (parallel lines) Participants knew there was a correct Participants knew there was a correct

answeranswer Conformity does not lead to internalizationConformity does not lead to internalization

Types of ConformityTypes of Conformity

Private Conformity:Private Conformity: Changes in both overt behavior and Changes in both overt behavior and

beliefsbeliefs Public Conformity:Public Conformity:

Superficial change in overt behavior Superficial change in overt behavior onlyonly

Types of ConformityTypes of Conformity

CRUTCHFIELD (1955)CRUTCHFIELD (1955)

Studies of attitudeStudies of attitude ““Free speech being a privilege rather Free speech being a privilege rather

than a right, it is proper for a society than a right, it is proper for a society to suspend free speech when it feels to suspend free speech when it feels threatened”threatened” 19% agreed with statement in 19% agreed with statement in

privateprivate 58% agreed under pressure of 58% agreed under pressure of

group influencegroup influence

CRUTCHFIELD (1955)CRUTCHFIELD (1955)

Statement presented to Army leaders:Statement presented to Army leaders:““I doubt whether I would make a good leader”I doubt whether I would make a good leader”

None agreed with statement in privateNone agreed with statement in private 37% agreed under group pressure37% agreed under group pressure

BUTBUT When Ss were presented with judgements When Ss were presented with judgements

again in private most reverted to their pre-again in private most reverted to their pre-group answersgroup answers

No No permanentpermanent attitude change as result of attitude change as result of experimentexperiment

DEL MAR, California (March 26, DEL MAR, California (March 26, 1997)1997)

39 cult members were found dead in 39 cult members were found dead in a hilltop mansiona hilltop mansion

They apparently died in a carefully They apparently died in a carefully orchestrated suicide that involved orchestrated suicide that involved sedatives, vodka and plastic bags sedatives, vodka and plastic bags possibly used to suffocatepossibly used to suffocate

Together forever???Together forever???

In 1994, members In 1994, members began to talk more began to talk more openly about leaving openly about leaving Earth for what they Earth for what they called "The Kingdom called "The Kingdom Level Above Human," Level Above Human," which they said was a which they said was a "real, physical" place"real, physical" place

Pictured to the right is Pictured to the right is their leader, Marshall their leader, Marshall Applewhite Applewhite

He got people to conform to his He got people to conform to his beliefs…beliefs…

““Hale-Bopp's (comet) approach is the ‘marker’ Hale-Bopp's (comet) approach is the ‘marker’ we've been waiting for -- the time for the arrival we've been waiting for -- the time for the arrival of the spacecraft from the Level Above Human to of the spacecraft from the Level Above Human to take us home to ‘Their World’ -- in the literal take us home to ‘Their World’ -- in the literal Heavens” Heavens”

Our 22 years of classroom here on planet Earth is Our 22 years of classroom here on planet Earth is finally coming to conclusion -- "graduation" from finally coming to conclusion -- "graduation" from the Human Evolutionary Levelthe Human Evolutionary Level

They believed that a spaceship was following the They believed that a spaceship was following the comet and they were happily prepared to leavecomet and they were happily prepared to leave

They committed the mass suicide so that their They committed the mass suicide so that their spirits could board the shipspirits could board the ship

Other less extreme examples Other less extreme examples of conformity…of conformity…

TV comedies that use canned TV comedies that use canned laughter – research shows that it laughter – research shows that it worksworks

Bartenders and street musicians will Bartenders and street musicians will often place money in their tip jars or often place money in their tip jars or hats – again research shows that this hats – again research shows that this works works