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In this video I discuss how we can experience an indirect pressure to conform to the attitudes or behaviors of a group. I describe Muzafer Sherif's early research using the autokinetic effect to demonstrate informational influence, followed by Solomon Asch's well-known work on conformity. Asch distinguished between private acceptance and public compliance to explain why participants conformed and how they also experienced normative influence to go along with the group. Lastly I consider some criticisms of the Asch paradigm and a study by Baron, Vandello, and Brunsman investigating how task importance and desire for accuracy might influence levels of conformity.

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