Conformity is a useful tool in the pursuit of social cohesion, which can help groups achieve their goals, but it can also have a negative impact. In his studies on the subject, Asch found that people were able to convince themselves that they agreed with what they perceived as the majority opinion. In such instances, there was a risk of “groupthink” – flawed and illogical decisions made due to excessive desire for cohesion. Social psychologist Irving Janis argued that pressure to conform amounted to obedience and independent thinking was overruled. He also identified three factors that contribute to groupthink: A lack of dissent; An illusion of unanimity; A closed mind.
Groups often suffer from groupthink, where members of the group come to believe that they must hold similar ideas and share the same attitudes. In order to avoid being swayed they also dispose of any ‘black sheep’ that don’t conform or follow the same ideas. According to Janis, to prevent groupthink a group should have an impartial leader and encourage debate through discussion or voting. A devil’s advocate can help challenge assumptions and ensure that everyone is represented during discussions. Members can also benefit from taking part in activities outside the group, such as reading material or visiting places that will broaden their perspectives.
