Conformity pressure as a determinant of risk taking: Replication and extension

Tested the cultural value explanation of the risky shift, which predicts that people are relatively reluctant to yield to group pressure if they deviate from others in a culturally valued direction. Discussion was prearranged so that 40 male undergraduates deviated from confederates in either a valued or nonvalued direction. The value orientation of the discussion items (risky or cautious) and the degree of conformity pressure during discussion (high or low) was also manipulated. The amount of Ss' conformity during group discussion was not affected by the degree of conformity pressure or the direction of the Ss' deviation. When Ss later responded in private, however, the predicted pattern of differential influence obtained. There was less conformity when Ss deviated in a valued direction. Moreover, Ss rated the group more negatively if they conformed most in a nonvalued direction. These data are discussed in the light of prior failures to obtain this predicted outcome.