Towards a More Social Social Psychology 217other cultures, however, studies have found conformity effects similar to
those in Asch’s study” (Cicarrelli & White, 2015, p. 429). But the research
on collectivist versus individualistic cultures is not explained in depth, the
terms are not defined, and there is no suggestion that collectivist cultures
might exist in the United States. Therefore, the overall effect is the studies
are not offered as alternative explanations, but rather as reinforcements of
the Asch findings.
Rathus (2016) devotes one sentence to, and one research study in the
development of the Asch experiment, presented under the heading:
“Factors that Influence Conformity”. Rathus (2016) notes, “Several factors
increase the tendency to conform, including belonging to a collectivist
culture rather than an individualistic society” (p. 369). Again, without
exploration of what this cultural difference means as a possibly alternative
explanation of the Asch findings, without defining or presenting
collectivist versus individualistic cultures, and without noting the meaning
of each on self-construal.
‘Conformity’ is presented by Ettinger (2018) as a “tendency to change
or modify behaviors so that they are consistent with those of other people”
(p. 697). Ettinger adds, “Since the correct answers were so obvious, Asch’s
experiment seems to clearly illustrate normative social influence” (p. 698).
Normative social influence is presented as “one basis of conformity in
which we accept a group’s beliefs or behaviors as providing accurate
information about reality” (p. 697). In this example of a mostly
individualistic account of the Asch experiment, there are no alternatives
posed as actual alternative explanations, and cultures other than
mainstream United States are not considered as social influences. The idea
of normative influence clearly would impact the self-construal of
individuals from collectivist versus communal cultures and begs more
detailed exploration.
Franzoi (2018) writes: “Social influence involves the exercise of social
power by a person or group to change the attitudes or behavior of others in
a certain direction” (p. 641). He cites Cialdini and Goldstein (2004), and
adds, “Asch’s research demonstrates the power of conformity pressure” (p.
641). He takes notice of the influence of cultural norms on self-construal: