Asch (1955) - The power of majority influence and conformity.
Asch investigated the effects of people conforming to a majority influence during an unambigious task.
Methodology: Lab experiment, where Asch arranged for a naive participant to be asked a question to which several stooges had already answered in front of them, both who had clearly given the wrong answer.
Results: He discovered that people conformed one out of three times (32%). It is suggested that there are two main reasons why we conform to majority influence; The need to belong to a group and the need to be right, which is why 32% of people ignored the clearly right answers and opted for the wrong answer.
Evaluation Issue - Unknown if extraneous variable were fully controlled, therefore they could have affected the results.
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