Discuss factors influencing
conformity
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Individualism/ collectivism and conformity
◦ Bond and Smith (1996) carried out a meta-analysis of
133 conformity studies all using the Asch paradigm.
The studies were carried out in 17 countries.
◦ More conformity was obtained in collectivistic countries
like the Fiji Islands, Hong Kong and Brazil, than
individualistic countries like the USA, the UK, or France
◦ Levels of conformity (i.e. percentage of incorrect
answers) ranged from 15% in an experiment with Belgian
students to 58% among Indian teachers in Fiji.
◦ People who score high on Hoefstede’s collectivism scale
conform more than people who score lower
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In an earlier meta-analysis, Smith and Bond
(1993) carried out a review of 31 conformity
studies and found that levels of conformity
(percentages of incorrect responses) varied
greatly depending on culture.
◦ Conformity was lower among participants from
individualistic cultures, such as North America and
north-west Europe (25.3 %) than in collectivist
cultures such as Africa, Asia, Oceania and South
America (37.1%)
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Members of collectivist cultures value conformity
because it promotes supportive group
relationships and reduces conflicts
Agreeing with others in collectivist societies is
more likely to be viewed as a sign of sensitivity
than one of submission to somebody else’s will,
which is the way it is often perceived in
individualistic cultures
Studies show Asian cultures engage in more
conforming behaviors than Americans do, and
that they also value it to a greater degree.
Americans see conformity as a negative trait.
Some may see it as a sign of weakness or
deficiency.
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Berry (1967) used Asch’s Conformity paradigm and
found that the Temne people of Sierra Leone
conformed significantly more than the Inuit people of
Canada. He explained this in terms of differences in
social norms and economic practices.
◦ Temne people have to survive on a single crop that is
harvested by all the people in the community, which
requires cooperation and coordination of effort. Therefore,
their culture focuses on consensus and agreement.
◦ Inuit economy is based on continual hunting and gathering
on a relatively individual basis, so consensus is less
strongly focused. They need to be able to make decisions
for themselves since they hunt alone. Child rearing
practices emphasize self-reliance.
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Risky shift- tendency for group discussions to
produce riskier decisions than those reached by
group members working on their own
◦ Example of the wider phenomenon of group polarization
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Group polarization- tendency for groups to make
decisions that are more extreme than decisions
members make on their own
◦ Group decisions tend to be polarized in the direction
favored by the individual members’ initial positions
◦ Riskier group decisions if members’ initial tendency is to
be risky, or more cautious if their initial tendency is to
be cautious
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Myers and Bishop (1970) found that when
high-prejudice students discussed the same
issues, they became more prejudiced. When
low prejudice students discussed the same
issues, their prejudice decreased.
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Social identity theory treats group
polarization as a regular conformity
phenomenon
◦ Ingroup-outgroup distinction is crucial here
◦ Relevant group norms are constructed from the
positions held by ingroup members in relation to
positions assumed to be held by outgroup
members.
◦ In accordance with category accentuation effect, the
emerging norms minimize variability in the ingroup
and maximize the distinction between ingroups and
outgroups, so norms will be polarized away from
the target outgroups
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Relevance of group polarization to discussions of
conformity involve the following factors, each of
which may intensify normative and informational
influences:
◦ A strong, and often explicit need to reach consensus
◦ A preference, within the group, for the same side of an
argument
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If social identity factors become involved, then social
identification processes further strengthen the
chances and magnitude of group polarization. So a
third factor linking group polarization to conformity
is:
◦ An ingroup social identity defined in relation to an
outgroup
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Factors that contribute to group polarization act as
conformity magnifiers
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Groupthink- process in which members of a
cohesive group emphasize concurrence at the
expense of critical thinking in arriving at a
decision (the desire to reach unanimous
agreement is so strong that it overrides the
motivation to use appropriate decision making
procedures)
◦ Characterized as having a unanimous opinion on an
issue and they do not seek out alternative or dissenting
opinions.
◦ May be blinded by optimism that their decision will be
successful
◦ Group members that have reservations start to doubt
those reservations and refrain from voicing any
dissenting opinions
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According to Janis (1972) typical groupthink
outcomes include:
◦ A strong tendency to maintain group cohesion and force
conformity by suppressing independent thinking and
downplaying disagreements
◦ Exaggeration of prospects of success and belittling any
talk of serious risks to the group
◦ A perception of the group as superior and invulnerable
and perception of outgroups in negative and
stereotypical ways
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Few if any doubt groupthink is a real and
common phenomenon. However, evidence from
relevant studies is not always consistent with
Janis’s portrayal of groupthink phenomena
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Few experiments have been conducted to test
Janis’ theory because the antecedent conditions
thought to foster groupthink– such as high
decision stress, strong group cohesiveness and
dominating leadership– are difficult to create
effectively in laboratory settings.
Evidence consists mostly of retrospective case
studies and content analyses of major decision
making fiascos
Studies of groupthink tend to be supportive of at
least some aspects of the Janis model
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Esser and Lindoerfer (1989) analyzed the
report of the Presidential Commission on the
Space Shuttle Challenger Accident
◦ Analyzed 88 statements clearly indicative of
groupthink processes
◦ Discovered little evidence for the importance of
group cohesion as defined by mutual attraction
among the group members
◦ Found evidence for the importance of stress and
did detect a number of groupthink symptoms
including illusion of invulnerability, illusion of
unanimity and pressure on dissenters
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Hogg and Hains (1998) conducted a study of fourperson discussion groups and found that groupthink
was associated with cohesiveness based on groupbased liking but not cohesiveness based on
interpersonal attraction
Turner et al. (1992) views groupthink as a process by
which ingroup members attempt to maintain a
positive view of their group in face of a threat. Group
members share information in accordance with their
social (not personal) identities. They conform to
prevailing group norms. Need to reach and maintain
consensus may be strongly expressed.
Social identification strengthens the impact of both
informational and normative influence, thus
intensifying whatever conformity pressures may be
present.
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Discussion of groupthink has identified a
number of factors that can affect conformity
in group decision settings
◦ Strong need to reach consensus
◦ Decisional urgency
◦ High group cohesiveness especially when defined in
terms of social identification, rather than
interpersonal liking