The pull of the group: Conscious conflict and the involuntary tendency towards conformity

Is the reason that majorities exert an undue influence on the actions of individuals revealed through changes in subjective experience? Using an adaptation of the response interference paradigm (Morsella, Wilson, et al., 2009) in which participants are trained to introspect on their own experience of conscious conflict, two studies reported here show that the mere act of recalling counter-majority stances or opinions is associated with stronger subjective effects than recalling stances or opinions that coincide with majorities. Thus, an intention to conform to a majority (even when the majority is known to be wrong, as shown in the second study) seems to interfere with people's recall of their own stance or opinion. These results provide novel evidence for recent yet under-supported suggestions that majorities can influence individuals even when it is improper or illogical because human social cognition is primarily and involuntarily cooperative at the implicit level.