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This study examined whether rewarding participants’ principles would affect conformity of the minority responders in the Asch experiment. Twenty groups of four university male students (N = 80; 19 - 24 years old; mean age, 20.7 and SD, 1.32) participated in the Asch conformity experiments without using confederates, as developed by Mori and Arai (2010). Participants were randomly assigned: one of each foursome to the minority condition and the remaining three to the majority condition. In the half of the groups, the participants were told they would be rewarded individually depending on their each performance (Individual Reward condition). The other half were told to be rewarded group-wise (Group Reward condition). The results showed that the minority responders of the Group Reward groups conformed to the majority, while no minority responders conformed to the majority in the Individual Reward groups.

Group versus Individual Reward in the Asch Experiment without Confederates