Actors Conform, Observers Counteract:The Effects of Interpersonal Synchrony on Conformity

Xianchi Dai, Chinese University of Hong Kong, China
Ping Dong , University of Toronto, Canada
Robert S. Wyer Jr., Chinese University of Hong Kong, China
Building on previous finding that synchrony leads to greater group cohesiveness, we show that it increases conformity to others’ choice, while observing such behavior can decrease conformity to others’ choices in an unrelated product evaluation situation. This research also identifies boundary conditions of these effects.
[ to cite ]:
Xianchi Dai, Ping Dong , and Robert S. Wyer Jr. (2012) ,"Actors Conform, Observers Counteract:The Effects of Interpersonal Synchrony on Conformity", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 786-787.