On being loud and proud: Non-conformity and counter-conformity to group norms

Abstract

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, we told students that they were either in a minority or in a majority relative to their university group on their attitudes toward recognition of gay couples in law (Experiment 1: N=205) and a government apology to Aborigines (Experiment 2: N=110). We found that participants who had a weak moral basis for their attitude, or who perceived high societal support for their attitude, were more willing to privately act in line with their attitude when they had group support than when they did not. In contrast, those who had a strong moral basis for their attitude, or who perceived low societal support for their attitude, showed non-conformity on private behaviors and counter-conformity on public behaviors. Incidences of non-conformity and counter-conformity are discussed with reference to the traditional theoretical emphasis on assimilation to group norms.