January 11, 2024 – In a new study conducted by Prof. Raanan Sulitzeanu-Kenan from the Hebrew University of Jerusalem (HU) and Dr. Taher Abofol and Prof. Ido Erev from the Technion, evidence emerged regarding the profound influence of group conformity on task performance in different environments. The study, titled “Conformity and Group Performance,” was published in Springer and delved into the causal effect of group conformity, shedding light on its implications in stable and variable environments.
The study drew on insights from cultural evolution, social learning, and social psychology to experimentally test two fundamental hypotheses. The first hypothesis posited that conformity improves group performance in a stable environment, while the second hypothesis suggested that it hinders adaptability and, consequently, decreases performance in a temporally variable environment.
To test these hypotheses, the researchers conducted a four-arm randomized lab experiment involving 240 participants. The study introduced a novel method for manipulating the level of conformity within groups by rewarding agreement with the group’s majority while imposing a cost on disagreement.
The results of the study revealed intriguing findings. While conformity did not significantly impact performance in a stable environment, it impaired performance in a variable environment. This suggests that conformity, while potentially beneficial in certain contexts, may hinder adaptability when circumstances are subject to change.
Prof. Raanan Sulitzeanu-Kenan shared his insights on the research, stating, “Our study provides valuable insights into the interplay between conformity and group performance. It highlights the nuanced relationship between conformity and adaptability in different environments, shedding light on the factors that drive group-level and individual-level outcomes.”
Intragroup individual-level analyses further illuminated the mechanisms underlying the study’s results, demonstrating that lower conformity in groups facilitated more efficient adaptability in the use of social information.
The findings from this research have significant implications for organizations, teams, and decision-making processes. Understanding the role of conformity in different contexts can inform strategies to optimize group performance and adaptability.
The study can be found at https://link.springer.com/article/10.1007/s12110-023-09454-2#Abs1.
Research Team: Raanan Sulitzeanu-Kenan from the Hebrew University of Jerusalem, and Taher Abofol and Ido Erev from the Technion – Israel Institute of Technology.