Asch's Research into Conformity & Variables Affecting Conformity

Question 1

Outline Asch’s baseline study into conformity

Answer 1

• Aim: To investigate how people conform to group pressure even if the correct answer (of a task) is unambiguous
• Method: Lab experiment, 123 male undergraduates, volunteered to take part in ‘visual discrimination’ task
• Procedure: A single naive participant sat 2nd to last in a room with 6-8 confederates. They were shown cards with a ‘standard line’ and were asked which of the three ‘comparison lines’ matched it. The confederates all said the incorrect answer in 12 critical trials (out of 18)
• Results: 75% of participants conformed at least once, conformity rate was 36.8% across all critical trials. Majority of participants said they conformed to avoid rejection (NSI)
• Conclusion: Individuals do conform to group pressure even when the correct answer is unambiguous - ‘The Asch Effect’

Question 2

Outline Asch’s group size variation

Answer 2

• Aim: To investigate if the size of the group would be more important than the agreement of the group
• Method: Lab experiment
• Procedure: Decreased the number of confederates conforming to the wrong answer to 3 rather than 6-8
• Results: Conformity to the wrong answer was 31.8%
• Conclusion: Only a majority of 3 conforming people are required

Question 3

Outline Asch’s unanimity variation

Answer 3

• Aim: To investigate if the presence of another non-conforming person would affect conformity rates
• Method: Lab experiment
  Procedure: A dissenter would give a different answer to the confederates.
  -Results: Conformity was reduced to 5.5%
• Conclusion: The influence of the majority depends to some extent on the group being unanimous

Question 4

Outline Asch’s task difficulty variation

Answer 4

• Aim: To investigate which variables affect conformity rates; specifically task difficulty
• Method: Lab experiment
• Procedure: Made the task of distinguishing between the length lines more difficult
• Results: Conformity levels increased
• Conclusion: We are more likely to look to others for correct information when we are unsure of the answer ourselves (ISI)

Question 5

What is a strength of Asch’s research?

Answer 5

1.) High internal validity: lab experiment was used meaning all nuisance variables were controlled, can confidently establish cause and effect between group pressure and conformity rates, therefore we can uses Asch’s research to understand why people conform, increases validity of research

Question 6

What are two limitations of Asch’s research? (four in total)

Answer 6

1.) Low ecological validity: Lab experiment means environment was artificial so demand characteristics more likely as participants felt uncomfortable, lacked mundane realism as task is not something we do in everyday life so results are unrepresentative and cannot be generalised beyond lab environment

2.) Low temporal validity: In the 1950s people were very afraid of communism and people would have been more likely to conform to the norms to prevent accusation of being called a communist (politician McCarthy) and be sent to jail, therefore due to the oppression in society at the time the results found may be irrelevant

3.) Gender bias:

4.) Cultural differences: