Caving in to social pressure -- such as saying that you love
a movie because friends do -- makes for good vibes about being part of a group
and can produce more of the same conduct, according to a Baylor University
sociological study. The finding has implications for people ranging from
philanthropists to gangs, researchers said.
"The punch line is very simple: Conformity leads to
positive feelings, attachments, solidarity -- and these are what motivate
people to continue their behavior," said Kyle Irwin, Ph.D., an assistant
professor of sociology at Baylor and lead author. The research, funded by the
National Science Foundation, explores conformity and contributions for the
"greater good." It is published in the sociology journal Social
Forces.