Tested conformity by showing
participants two large white cards. On
one card there was a 'standard' line and
the other were three comparisons.
Had 123 American male undergrads. Asked the participant
which line matched the standard. Each participant was tested in
a group with confederates, unaware. On the first trials they
would give the correct answer but later told to make errors.
Findings
Participant gave the wrong answer
36.8% of the time. 25% did not
conform on any trials. The term asch
effect used to describe the result, the
extent to which participants conform
even when the situation is ambiguous.
Asch's Variations
Group size
Wanted to test whether group size had an
effect on the agreement of a group. Found
that 3 confederates conformity to the
wrong answer grew to 31.8%. Suggests
that small majority is not sufficient for
influence to be exerted.
Unanimity
Whether presence of another non
conforming person would affect the
participant. Presence meant that
conformity was reduced by a quarter
from the level it was at previously.
Suggests that the influence of a majority
depends to some extent on the group
being unanimous.
Task difficulty
Found that conformity increased when the task
was more difficult. Suggesting that ISI plays a
greater role when the task becomes harder.
Findings
Strengths
Support from other studies.
Todd Lucas et al (2006) asked p. to solve easy
and hard maths questions. Were given
answers from 3 other students which were
not real. The p. conformed more often when
the questions were harder.
Asch was correct in claiming task difficulty increased conformity.
Weaknesses
Artificial situation
Participants knew they were in a research study
so may have just gone with what they thought
they had to do. DEMAND CHARACTERISTICS.
Findings dont generalise
to real life situations.
Participants were
American men.
Other research suggests women
are more conformist. USA also
more individualistic culture.
Other research (NETO 1995)
suggests that with other ethnic
groups, may be more conformity.
Tell us little about
conformity with women
and other cultures.