1.2 Asch's Research

1.2 Asch's Research

1. Solomon Asch (1951, 1955)

   • Procedure
     • 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.

2. 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.