Replication of the "Asch Effect" in Bosnia and Herzegovina: Evidence for the Moderating Role of Group Similarity in Conformity

Replication of the "Asch Effect" in Bosnia and Herzegovina: Evidence for the Moderating Role of Group Similarity in Conformity. Muamer Ušto, Saša Drače, Nina Hadžiahmetović. Psychological Topics , Vol 28, No 3 (2019). www.pt.ffri.hr/index.php/pt/article/view/507

Abstract: In the present study, we tried to replicate a classic Asch effect in the cultural context of BosniaHerzegovina and to explore the potential impact of group similarity on conformity. To answer these questions Bosniak (Muslim) students (N = 95) performed classic Asch's line judgment task in the presence of five confederates (the majority) who were ostensibly either of a similar ethnic origin (ingroup), different ethnic origin (out-group) or no salient ethnic origin. The task involved choosing one of three comparison lines that was equal in length to a test line. Each participant went through 18 test trials including 12 critical trials in which confederates provided an obviously wrong answer. In line with past research, the results revealed a clear-cut and powerful "Asch effect" wherein participants followed the majority in 35.4% of critical trials. More importantly, this effect was moderated by group similarity. Thus, in comparison to no salient group identity condition, conformity was maximized in the in-group majority condition and minimized in the out-group majority condition. Taken together, our results support the universal finding of "Asch effect" and provide clear evidence that similarity with the majority plays an important role in the conformity phenomenon.

Keywords: conformity; Asch effect; self-categorization theory; group similarity


Discussion
In line with prior findings (e.g., Nicholson et al., 1985) we replicated the Asch
conformity effect. More than sixty years after Asch originally showed that American
students' judgments in an objective perception task were affected by the erroneous
estimates given by unanimous majority group, Bosnian students were similarly
influenced under the same experimental circumstances. Interestingly, the conformity
in our sample even exceeded the usual level found in other replications of the Asch
experiment (20-30%, cf. Nicholson et al., 1985; Ross, Bierbrauer, & Hoffman, 1976;
Walker & Andrade, 1996). As we can see in Table 1, participants generally followed
the majority in 4 out of 12 critical trials (33.3%). However, when we look only at the
standard condition, where ethnic identity was not salient, we can see that the number
of errors was even bigger, approaching the conformity level obtained by Asch in
similar condition. One reason for these findings could be in cross-cultural differences
on the dimension of individualism-collectivism (Bond & Smith, 1996). In general,
individualistic cultures tend to prioritize independence and uniqueness as cultural
values. Collectivistic cultures, on the other hand, tend to see people as connected
with others and embedded in a broader social context. As such, they tend to
emphasize interdependence, family relationships, and social conformity. Given that
Bosnia and Herzegovina is closer to collectivistic values (probably due to
communism residues) than North America and Western European countries, this
could explain higher levels of conformity in our sample.
Despite this converging evidence in favour of conformity phenomenon, some
authors (e.g., Friend, Rafferty, & Barmel, 1990) pointed out that most people are not
conformists, but that only some individuals tend to conform due to individual
differences in personality. Therefore, it is possible that those conformist personalities
tend to maximize conformity rate, which may also explain the results in our study. If
this hypothesis is true, then the Asch effect should occur only for participants having
conformity disposition, but not for the rest of them: a hypothesis which was
disconfirmed by our results. Indeed, the follow-up analysis conducted without
participants who conformed on each stimulus revealed the overall level of
conformity of 36.29%. Moreover, the fact that 59.2% of subjects conformed at least
at one critical trial indicates that the majority of people exposed to the influence of
others tend to display conformist behaviour. Thus, the results we observed point to
conformity as a rather global phenomenon, which could not be attributed to the
idiosyncratic features of our subjects.

Besides the cross-cultural replication, another important aspect of our study is
that it showed that the Asch effect was clearly moderated by group similarity.
Consistent with the assumption of the SCT (Turner, 1991; Turner et al., 1987),
participants exposed to the in-group majority showed the increase in conformity in
comparison to the standard condition in which group identity was not salient. On the
opposite, when the majority was presented as the out-group, the conformity effect
significantly dropped. Thus, we replicated and extended past research (Abrahams et
al., 1990), showing that self-categorization could play a determining role in
conformity even in more minimal conditions, in which salient in- and out-group
characteristics (i.e., ethnicity) were completely irrelevant for the task at hand. As
such our findings could not be accounted for by the potential differences in objective
informational value (i.e., competence) but rather by the perception of similarity with
the majority. In addition, it should be noted that by including in- and out-groups,
which reflect prototypical ethnic divisions of Bosnian society, we created conditions
that enhanced the ecological validity of the present study. From this point, our
findings could have interesting implications for the understanding of social influence
processes in real life. Indeed, after showing how similarity with particular ethnic
group moderates conformity in clearly unambiguous task, we can easily anticipate
the power of self-categorization process in situations where people have to deal with
more complex and uncertain social reality involving real group interests such as,
support of political decision or voting in the context in which group membership is
highly salient.