On being loud and proud: non-conformity and counter-conformity to group norms.
Most experiments on conformity have been conducted in relation to judgments of physical reality; surprisingly few papers have experimentally examined the influence of group norms on social issues with a moral component. In response to this, participants were told that they were either in a minority or in a majority relative to their university group in terms of their attitudes toward recognition of gay couples in law (Expt 1: N = 205) and a government apology to Aborigines (Expt 2: N = 110). In both experiments, it was found that participants who had a weak moral basis for their attitude conformed to the group norm on private behaviours. In contrast, those who had a strong moral basis for their attitude showed non-conformity on private behaviours and counter-conformity on public behaviours. Incidences of non-conformity and counter-conformity are discussed with reference to theory and research on normative influence.
Hornsey
Matthew J
MJ
School of Psychology, University of Queensland, Australia. m.hornsey@psy.uq.edu.au
Majkut
Louise
L
Terry
Deborah J
DJ
McKimmie
Blake M
BM
D000328:Adult; D001290:Attitude; D005260:Female; D006126:Group Processes; D006716:Homosexuality; D006801:Humans; D007600:Judgment; D008297:Male; D009014:Morals; D012919:Social Behavior; D012925:Social Conformity