Effects of virtual group size on conformity.

Abstract

Conformity research in the past has relied on the use of confederates to examine conformity. Modern technology, however, has eliminated the need to involve confederates. Computers, and in particular, online social networks, can be used instead of live confederates with only the idea of other people being needed to pull off a conformity study. While the use of technology is nothing new, the use of social networking in conformity research is limited (Egebark & Ekström, 2011). The current study explores how this phenomenon can be applied to the online world. Twenty-eight Laurentian students were given informed consent and received bonus marks for participation at their Professors’ discretion. All participants completed four tasks on a specially designed computer program created by Professor Stan Koren. Once complete, participants were given a full debriefing which explained the true nature of the study and offered to have their data removed if they wished. Results indicate conformity can happen even in the absence of other people, with minimal stimuli necessary to elicit a conforming response. Results also show informational (desire to be right) conformity dominates normative (being liked) conformity. Limitations, implications and future directions are discussed.