Expectation of Future Interaction and the Choice of Less Desirable Alternatives in Conformity

Abstract

Viewing one function of conformity as that of an instrumental response in ongoing social interaction, two hypotheses were tested in adt experiment with 40 male subjects run in two groups of five each per cell in a 2 x 2 design. With a stress on the higher or lower costs of conforming, predictions were made that conformity would increase: (1) when an individual believes there will be an opportunity for future interaction with the same group and (2) when potential responses are equal in attractiveness. A modified Crutchfield apparatus was utilized with social action programs as the stimulus materials. Both hypotheses were confirmed at the .01 level. Implications are drawn regarding a social exchange interpretation of conformity. Attention is also directed to the need to consider the effects of stimulus materials used in conformity experiments.