Side- and similarity-biases during confidence conformity

Memory conformity may develop when people are confronted with distinct memories reported by others in social situations and knowingly/unknowingly adhere to these exogenous memories. Earlier research on memory conformity suggests that (1) subjects were more likely to conform to confederate with high confidence; (2) subjects with low confidence on their memory accuracy were more likely to conform, and; (3) this subjective confidence could be adjusted by social manipulations. Nonetheless, it remains unclear how the confidence levels of ours and others may interact and produce a combined effect on our degree of conformity. More importantly, is memory conformity, defined by a complete adoption of the opposite side, the result of a gradual accumulation of subtler changes at the confidence level, i.e., a buildup of confidence conformity? Here, we followed participant's confidence transformation quantitatively over three confederate sessions in a memory test. After studying a set of human motion videos, participants had to answer simultaneously whether a target or lure video had appeared before by indicating their side (i.e., Yes/No) and their associated confidence rating. Participants were allowed to adjust their responses as they were being shown randomly-generated confederates' answers and confidence values. Results show that participants indeed demonstrated confidence conformity. Interestingly, they tended to become committed to their side early on and gain confidence gradually over subsequent sessions. This polarizing behaviour may be explained by two kinds of preferences: (1) Participant's confidence enhancement towards same-sided confederates was greater in magnitude compared to the decrement towards an opposite-sided confederate; and (2) Participants had the most effective confidence boost when the same-sided confederates shared similar, but not considerably different, confidence level to theirs. In other words, humans exhibit side- and similarity-biases during confidence conformity.