Another Look at the Conformity Explanation of Group-Induced Shifts in Choice

Abstract

A conformity explanation of group-induced shifts in individual choice has never received careful examination. For conformity to account for groupinduced shifts, it must be shown that (a) movement toward the group produces shifts in predictable directions on given decision problems, and (b) the motive force behind individual changes is group pressure. This article reviews the evidence bearing upon these two propositions and compares conformity with other currently popular explanations of the choice shift. The conclusion drawn is that conformity cannot account for the full choice shift effect, but that it does explain a significant portion of the variance in individual shifts.