This study was designed to assess the effects of approval seeking motivation and social cost upon conformity to group norms which were inconsistent with personal values. Utilizing the Asch conformity paradigm, 321 subjects were exposed to a group opinion which was contradictory to one of their personal values. The results...
Schwartz and Bilsky (1987, 1990) constructed a universal
psychological structure for cross-cultural studies of motivational
dynamics. To test this structure, Simmons (1991)
adapted data from a twenty year broad-based value survey of
student cohorts at an American university. The availability
of reliable, long-term data on American students permitted a
comparison...