Abstract
The present study was conducted to shed light on the cross-cultural discrepancies previously reported about Japanese conformity behavior in the Asch type situation. By virtue of the controlled group cohesiveness and the stringent definition of conformity, we were able to confirm the contextual effect of the general collectivity orientation facilitating conformity, whereas the reverse was believed to hold in the past. Moreover, the effect of group cohesiveness was found to vary depending on the schedule of information feedback and judgment revision. Our hypothesis about the effects of group cohesiveness and "amae" motive was supported when the chances for both social comparisons and reevaluation were deprived in the noncritical trials.
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