| Summary: | 碩士 === 國防大學政治作戰學院 === 心理碩士班 === 98 === Based on the studies of Sherif (1936) and Asch (1951, 1955, 1956), most of conformity studies indicated that group pressure would lead individuals more conformable. The first purpose of this study is to replicate the effect. The second purpose of current study is, based on the perspective of Elaboration Likelihood Model (ELM), to explore the moderating effect of self-involvement on the relationship between group pressure and conformity. Forty-eight college students who never take psychology courses were randomly assigned to a 2 x 2 mixed experimental design with self-involvement (high/low) as a between subject variable, and group pressure (high/low) as a within subject variable. Typical experimental procedure of conformity was adopted to measure subjects’ tendency of conformity. The result reveals a significant main effect of group pressure on conformity which indicates that subjects are more conformity in a high-group pressure situation than in a low- group pressure one. A marginal significant interaction effect was found, suggesting that the effect of group pressure on conformity is stronger for low self-involvement subjects than for high self-involvement ones.
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