Ricerc@Sapienza

: 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.