…Based on the assumption that "consensus implies correctness," subjects accepted both plausible and implausible majority responses to complex problems.
…when subjects actively considered simple problems from the perspective offered by a plausible majority, they discovered arguments to support the majority's perspective. Subsequent acceptance generalized to related items and persisted over time.
…The desire to meet the expectations of the majority drives "normative social influence" which results in spurious "compliance."
…The belief that the judgments and opinions of the majority provide evidence about reality gives rise to "informational social influence" and results in genuine "acceptance."
…three distinct effects of influence:
(1) nongenuine outward expressions of change or "compliance,"
(2) genuine but item- specific and temporary attitude shifts, and
(3) genuine generalizable and enduring opinion change.
…when pressures toward uniformity were high, group members attempted to influence deviant confederates more often
See also:
