Asch conformity experiments

In psychology, the Asch conformity experiments or the Asch paradigm were a series of studies directed by Solomon Asch studying if and how individuals yielded to or defied a majority group and the effect of such influences on beliefs and opinions. Developed in the 1950s, the methodology remains in use by many researchers. Uses include the study of conformity effects of task importance, age, sex, and culture. Many early studies in social psychology were adaptations of earlier work on "suggestibility" whereby researchers such as Edward L. Thorndyke were able to shift the preferences of adult subjects towards majority or expert opinion. Still the question remained as to whether subject opinions were actually able to be changed, or if such experiments were simply documenting a Hawthorne effect in which participants simply gave researchers the answers they wanted to hear. Solomon Asch's experiments on group conformity mark a departure from these earlier studies by removing investigator influence from experimental conditions. In 1951, Asch conducted his first conformity laboratory experiments at Swarthmore College, laying the foundation for his remaining conformity studies. The experiment was published on two occasions. Groups of eight male college students participated in a simple "perceptual" task. In reality, all but one of the participants were actors, and the true focus of the study was about how the remaining participant would react to the actors' behavior. The actors knew the true aim of the experiment, but were introduced to the subject as other participants. Each student viewed a card with a line on it, followed by another with three lines labeled A, B, and C (see accompanying figure). One of these lines was the same as that on the first card, and the other two lines were clearly longer or shorter (i.e., a near-100% rate of correct responding was expected). Each participant was then asked to say aloud which line matched the length of that on the first card.

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Asch conformity experiments

Conformity

Conformity is the act of matching attitudes, beliefs, and behaviors to group norms, politics or being like-minded. Norms are implicit, specific rules, shared by a group of individuals, that guide their interactions with others. People often choose to conform to society rather than to pursue personal desires - because it is often easier to follow the path others have made already, rather than forging a new one. Thus, conformity is sometimes a product of group communication.

Normative social influence

Normative social influence is a type of social influence that leads to conformity. It is defined in social psychology as "...the influence of other people that leads us to conform in order to be liked and accepted by them." The power of normative social influence stems from the human identity as a social being, with a need for companionship and association. Normative social influence involves a change in behaviour that is deemed necessary in order to fit in a particular group.

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