Perception of groups, size of opposition, and social influence

Abstract

Two experiments investigated the relationship between social influence and the number of persons attempting influence. The organization of these persons was varied so that subjects either perceived them as a single group, as several distinct groups, or as an aggregate of unrelated individuals. Conformity was found to increase as the number of separate individuals and groups (distinct social entities) in opposition increased. But varying the size of a single group had little effect on subjects' level of conformity. Furthermore, even when subjects had a partner (social supporter), they conformed more when the opposition was categorized as several entities than as a single group. Overall, findings from the studies suggest that the manner in which persons are initially organized into groups and aggregates of individuals affects their persuasive impact on observers. Implications of these findings for research on social influence were considered.