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Social psychology as a science arose at the very beginning of the 20th century, so it is comparatively new area of knowledge, which needed new research and talented scholars, especially in the middle of the 20th century, as few experiments were conducted at that time. Solomon E.Asch was a person who made an enormous contribution into the development of social psychology as both empirical and theoretical science. Even though his studies are today criticized by several legal accounts of psychological research, the idea of group pressure is often employed in advertising, PR, marketing and managerial science.

Major theses.
1) Asch's experiment was aimed at defining the aspects of group pressure and conformity.
2) The scholar received the following results: 37 of the 50 'real participants' demonstrated their compliance to the opinion of the majority at least once.
3) In the post-research interview, the participants held that they hadn't actually agreed with the group, as the correct answers were obvious, and their conformity was caused merely by the fear of being mocked or regarded as 'peculiar'.

Primary issues to discuss.
1) Describe the sample the researcher selected for the experiment.
2) Describe the process of the experiment.
3) How can you explain the results of Asch's research?

Suggested readings.
1) Asch, S.E. "Studies of independence and conformity: A minority of one against an unanimous majority". Psychological Monographs, 416 (1956): p. 70.
2) Asch, S. E. Social psychology. Oxford University Press, 1987.

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Solomon Asch's experiment

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