While it shocks me that test subjects in psychologist Solomon Asch’s experiments on conformity were at all swayed to ridiculous conclusions by groupthink, economist Tim Harford finds a silver lining in the cloud in his latest Financial Times column: Participants were independent more often than influenced. That’s true, but if a few minutes of suggestion can alter beliefs to a significant degree, what can longer term and more subtle social pressures do?
Asch gave his subjects the following task: identify which of three different lines, A, B or C, was the same length as a “standard” line. The task was easy in its own right but there was a twist. Each individual was in a group of seven to nine people, and everyone else in the group was a confederate of Asch’s. For 12 out of 18 questions they had been told to choose, unanimously, a specific incorrect answer. Would the experimental subject respond by fitting in with the group or by contradicting them? Many of us know the answer: we are swayed by group pressure. Offered a choice between speaking the truth and saying something socially convenient, we opt for social convenience every time.
But wait — “every time”? In popular accounts of Asch’s work, conformity tends to be taken for granted. I often describe his research myself in speeches as an example of how easily groupthink can set in and silence dissent. And this is what students of psychology are themselves told by their own textbooks. A survey of these textbooks by three psychologists, Ronald Friend, Yvonne Rafferty and Dana Bramel, found that the texts typically emphasised Asch’s findings of conformity. That was in 1990 but when Friend recently updated his work, he found that today’s textbooks stressed conformity more than ever.
This is odd, because the experiments found something more subtle. It is true that most experimental subjects were somewhat swayed by the group. Fewer than a quarter of experimental subjects resolutely chose the correct line every time. (In a control group, unaffected by social pressure, errors were rare.) However, the experiment found that total conformity was scarcer than total independence. Only six out of 123 subjects conformed on all 12 occasions. More than half of the experimental subjects defied the group and gave the correct answer at least nine times out of 12. A conformity effect certainly existed but it was partial.•
An iteration of the Asch Experiment: