Self-Regulation of Conformity

Abstract

Conformity is an important force that keeps groups together and facilitates communication, but potentially has detrimental effects for the individual. Only a limited amount of research has focused on strategies and interventions that help reduce conformity. We investigated if the strategy of mental contrasting with implementation intentions (MCII) can be an effective tool to help regulate the tendency to conform to a majority and attain idiosyncratic goals despite deviant majority influences. In Study-set 1 (N = 1,156), we developed a computer-based paradigm and conducted five studies. Behavioral and self-report measures revealed that MCII (vs. three relevant control conditions) promotes the regulation of one’s tendency to conform and paves the way for attaining one’s own goal despite deviant majority influence. In Study-set 2 (N = 452), we conducted two studies in a computer-based paradigm, which revealed that MCII (vs. two relevant control conditions) with individually generated implementation intentions supported participants in regulating their tendency to conform and realizing their own goal. In Study-set 3 (N = 514), three studies demonstrated that MCII (vs. two relevant control conditions) helps regulate conformity by promoting the attainment of an idiosyncratic goal of becoming unique, that was subjectively acknowledged as being deviant from established norms or majority opinions. In sum, MCII is an effective tool to regulate the tendency to conform and supports the attainment of individual goals despite deviant majority influence.