• Do individuals yield or defy a majority group?
• Hawthorne effect → behavior changes when someone is being observed
• 7/8 participants would give either the correct answer or the same wrong answer to which line matched another
• 37% of people conformed to the wrong answer
• Evidence for the power of conformity and normative social influence - willingness to conform publicly to attain social reward and avoid social punishment
  • Depersonalization process
• Social comparison theory → drive within individuals to gain accurate self-evaluations → compare themselves with others in order to reduce uncertainty and learn how to define the self - comparing oneself to others socially is a form of measurement and self assessment to identify where an individual stands according to their own set of standards and emotions about themselves