The positive conformity experiment: judgments and decisions in cohesive groups under the pressure of positive attitudes

: In classical conformity experiments, the conformity has been defined as a negative phenomenon or as a distortion of judgment under the group pressure. Furthermore, experiments are mainly performed within social aggregates rather than on groups, and even less on cohesive ones. This study aims to reshape positively the conformity while happening within cohesive groups. It shows how the positive social pressure of cohesive group members, intended as an influence based on optimism, can cause to the less optimistic group member a positive conformity. The present research relies on a quasi-experimental design in a cross-cultural setting. It considers the positive influence within groups of family members belonging to family businesses that are cohesive in terms of values. Both ‘positive conformity’ as a concept and ‘positive conformity experiment’ as a procedure are originated in this study. Findings show that out of 129 naïve, 54 conformed totally, 46 partially, and 29 resisted.