1
Aim
to investigate whether cultural differences affect conformity
2
Method
Quasi-Experiment using three different cultural groups
3
Purpose
Researchers used three distinctly different cultures
- Temne people of Siena Leone: a rice farming society that promotes collectivism
- Inuit people of North Canada: a hunting/fishing society that promotes individualism
- A group of rural and urban Scottish people: the control group
Using a variation of the Asch paradigm, conformity was measured by the distance between the participants answer and the correct one
4
Results
Temne participants have high conformity rates
Inuit participants have low conformity rates
5
Conclusion
Difference in conformity is due to different cultural norms
Collectivists are more likely to conform while individualist are less likely to conform