{"id":72,"date":"2026-02-23T10:33:19","date_gmt":"2026-02-23T10:33:19","guid":{"rendered":"http:\/\/localhost\/persuasion\/?post_type=content&p=72"},"modified":"2026-02-23T11:49:45","modified_gmt":"2026-02-23T11:49:45","slug":"chapter-6-conformity-and-influence-in-groups","status":"publish","type":"content","link":"https:\/\/routledgelearning.com\/persuasion\/chapter-resources\/chapter-6-conformity-and-influence-in-groups\/","title":{"rendered":"Chapter 6: Conformity and Influence in Groups"},"content":{"rendered":"\n
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Chapter 6: Conformity and Influence in Groups<\/h2><\/div>\n<\/div>\n\n\n\n
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Chapter Summary<\/h2>\n\n\n\n

This chapter examines the role of groups in the process of social influence. It begins by discussing the topic of conformity, including Solomon Asch\u2019s classic experiment. The chapter discusses the role of norms and reference groups in addition to the ways in which a majority can influence a minority. It illustrates that religious cults provide a frightening example of the high level of compliance that may result from intense levels of indoctrination. The chapter introduces the concept of social proof and its relevance to word-of-mouth persuasion. Finally, the chapter illustrates both the positive (e.g., social facilitation) and negative (e.g., deindividuation, social loafing, polarization) effects of group influence.<\/p>\n\n\n\n

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