Social comparison self-evaluation and conformity to the group.

Conformity and nonconformity--two behavioral outcomes of group processes--can be analyzed within the framework of social evaluation theory. A central explanatory concept is the comparison of oneself to others in the group a self-evaluation formulated on the basis of that comparison and a behavioral response such as moving toward the groups position. Specific applications of the approach to social psychology include reference group theory and social comparison theory. As conceptualized by Festinger in social comparison situations the individual evaluates the correctness or validity of this opinions and ability through a comparison between his own response and the conveyed by the group and there is a drive to move toward the group to reduce any discrepancies between self and others. The conformity research indicates that a persons confidence in his own opinion is decreased when the group maintains a discrepant position but increases over time as that individual adopts the groups opinion. In cases of nonconformity social comparison processes occur but the individual orients himself toward a reference group rather than the group that is exerting social pressure. A lack of group conformity results in a significant decrease in conformity among members and the presence of a dissenter within the group will enable other members to resist group pressure. Although social evaluation theory is useful framework for integrating available data on conformity other social psychological theories (dissonance theory and reinforcement theory for example) produce the same conclusion. Thus it would be helpful to extend and refine social evaluation theory to take into account factors such as the number of social units present or the processes the individual uses to structure the situation.