Why do people conform?
One possibility, called public conformity, is that people conform simply because it was the socially desirable thing to do. Another possibility is called private acceptance: the participants in experiments, used the confederates their responses as legitimate evidence about reality, and were convinced that their own perceptions were wrong. They actually changed their minds. Morton Deutsch and Harold Gerrard (1955) reasoned that if conformity disappeared when people gave their responses without identifying themselves, then experiments findings must reflect public conformity. In fact, conformity does decrease when people respond anonymously instead of publicly, but it is not eliminated (Deutsch & Gerard, 1955).
Why do group norms wield such power? Research suggests three influential factors (Baron & Byrne, 1994). First, people are motivated to be correct, and norms provide information about what is right and wrong. Second, people are motivated to be liked by other group members. Finally, norms guide the dispensation of social reward and punishment (Cialdini, 1995; Turner 1991). From childhood on, people in many cultures learn that going along with group norms is good and earns rewards. These positive outcomes presumably help compensate for not always saying or doing exactly what we please.(Edited 3 minutes later.)
Sic; Picture above proves problem for people who do not conform. People are motivated to be correct, and norms provide information about what is right and wrong. Second, people are motivated to be liked by other group members.
Sic; Also private acceptance is depicted; the participants in Asch's experiment, used the confederates their responses as legitimate evidence about reality, and were convinced that their own perceptions were wrong, and actually changed their minds.
(Edited 5 minutes later.)
Haha, Greeny.