[8] Specifically, he asked participants in his experiment to judge the similarity of lines, an easy task by objective standards.
Using accomplices to the plot, also known as confederates, Asch created the illusion that an entire group of participants believed something that was clearly false (i.e., that dissimilar lines were actually similar).
Asch's results cannot be explained by informational social influence, because in this case, the task was easy and the correct answer was obvious.
Similar results were apparent in another study in which researchers were able to increase household energy conservation through the use of normative messages.
[10] A "deviant" was instructed by the experimenter to take a stand strongly opposing that of the rest of the group and to hold this position in the midst of any arguments from other members.
After the conclusion of the discussions, participants chose to reject this deviant the most, considering him the least desirable of the members, and relegating him to the least important tasks.
The researchers were interested in examining participants' brain activity when they were under pressure to conform to an incorrect group majority.
[11] Latane's social impact theory posits that three factors influence the extent to which we conform to group norms: personal importance, immediacy, and size.
[2][12] In the versions of the Asch study where a dissenter was inserted into the group (see Unanimity section), his presence as a minority member gave the participant the confidence to exert his independence to a greater extent.
[2][12] While some predict that collectivistic cultures would exhibit stronger conformity under normative social influence, this is not necessarily the case—the identity of the group acts as a potential moderator.
Similar to fashion conformity, the male and the female views of the ideal body image are often affected by normative social influence.
[2] Social media and marketing helps to portray what is commonly considered the current view of physical attractiveness by the masses.
As each generation defines the ideal female figure, women feel the pressure to conform to avoid the disapproval of others.