Social Influence

Conformity

Does the image on the left make you want to yawn? The phenomenon of yawns being contagious is one of the most basic examples of mimicry, or the tendency to match certain behaviors of those around you. Studies have shown that when exposed to a person coughing, staring at the sky, wiping his or her nose, or a host of other basic behaviors, the tendency to match this person's behavior is strong. Mimicry, however, is only one type of conformity, or tendency to adjust one's behavior or thinking to match that of others in a group.

In the 1950s, Solomon Asch conducted experiments related to conformity. Participants believed the purpose of the study was to test perception and perceptual abilities, but Asch was really examining conformity.

Imagine you took part in Asch’s study. First, you were brought into a room, and seated at a table with several other people. Each person was asked which of three vertical lines matched most closely with a standard line next to the three lines given. For the first trial, the answer seemed incredibly easy, and you gave the same answer as everyone else. You figured this must be a warm-up of some sort. Then, a second series of lines was presented, and the correct answer seemed equally obvious. You wondered when the experiment was going to get more difficult. Then, a third series of lines was given like the ones shown here. Once again, the correct answer seemed terribly obvious.

However, the first person stated coolly: “Line A.” Then the second and third person responded similarly. You looked at the lines once again, and blinked your eyes several times. By the time the tester asked for your response, all six prior respondents had said line A was the matching one. Your heart rate became elevated, and your palms started to sweat slightly. How did you respond?

Asch completed a series of experiments similar to the one in which you just participated. He found that a striking number of participants were induced to “call black white.” In other words, because of the answers given by others at the table, they went against their own true responses to avoid standing out in the group. Unbeknownst to participants, other people sitting at the table were Asch’s “confederates,” and were instructed to give incorrect answers for particular sets of lines.

Although Asch’s experiment may seem simple, the results were actually generalizable to studies done later, which helped prove that conformity pressures are real, and can influence people’s behaviors and responses in a variety of settings and circumstances. However, context is important, and even small changes can alter the likelihood that an individual will conform. For example, at times, Asch only instructed one of the “confederates” to choose the wrong line, instead of instructing all “confederates” to choose the same wrong line. When this happened, the likelihood of the participant conforming decreased.

While in individualistic cultures like the United States, having a tendency to conform is often viewed negatively, there are times when social conformity is positive. For example, bad habits like smoking or obesity can spread through groups, but healthy habits like exercising and altruism can as well.

Obedience

It is one thing for a person to conform or not conform to the behavior of a particular group, but what happens when someone is given a direct order? This is the question that Stanley Milgram tried to answer in the 1960s. At the time of the experiments, Milgram was a professor at Yale University, where he recruited participants for a study on punishment and learning. In this interactivity, you will explore how Milgram experimented on approximately one thousand people. Click the player to begin.

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The results of Milgram’s study are a sobering lesson of social psychology. However, not all obedience is negative. For example, in an emergency, first responders can often rely on their authoritative demeanor and commanding uniforms to keep bystanders at a safe distance from a dangerous situation. When else do you think obedience is important?

Milgram designed the study to investigate the deeply troubling implications for participation of millions of regular German citizens who supported the Nazis during World War II. Although centuries of prejudice against the Jews living in Europe played a role, some of the same factors that made people obey an authority figure in Milgram’s experiments may help explain why the Holocaust happened. Specifically, many Nazis and other Germans justified their actions by saying they were “just obeying orders.”

Group Behavior

You have already learned how the behavior of others can alter your own behavior, either through conformity or obedience to a direct command. In this interactivity, you will examine how the mere presence of others can alter your behavior as well. Click the player to begin.

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Social Influence Review

Now that you have learned about conformity, obedience, and group behavior, review your knowledge in this non-graded activity. Click the player to get started.