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Figure 19.10 Should He Conform?
These photographs were taken during Asch’s experiment on con- formity. Participant 6 is the only real participant, and the others are collaborators with the experimenter. The participant listens to the others express identical judgments that differ from his own. He is in a dilemma: Does he express the judgment he knows to be correct and risk being different from the group, or does he conform to the group’s judgment? Why does Participant 6 find himself in a dilemma? What were Asch’s findings?
theory, most children are taught the overriding importance of being liked and of being accepted. Conformity is the standard means of gain- ing this approval.
Why Do People Conform?
One of the most important findings of Asch’s experiment was that if even one person among the first five failed to conform to the group’s judgment, the participant was able to stick to his own perceptions. It seems that it is hardest to stand alone. Later researchers have shown that under some conditions, a minority view can come to win over the larger group (Moscovici, 1985). By disagreeing with the majority view, a person can actually reduce the pressure that others feel to conform. A minority dissenter may also serve an informational purpose by making others ques- tion whether the majority view is actually right. When people hear a dis- senting opinion, they are more likely to examine the issue more closely, which can lead to a better solution.
In Asch’s experiment, participants conformed; they responded to match the other group members’ responses, yet they might not have actually changed their beliefs. This contrast between public behavior and private belief often characterizes compliance. Compliance occurs when we respond to the request of another person without necessarily changing our beliefs.
A method of gaining compliance is the foot-in-the-door technique. This occurs when you get a person to agree to a relatively minor request. This minor request, which the participant is likely to agree with, is really a set-up for a major request. For example, a car salesperson might get you into the showroom by saying, “Just come in, and we’ll run a few numbers—no obligation.” Once you are in the showroom, though, you
Reading Check
Why did the yielders conform?
Chapter 19 / Group Interaction 557