This line of research has shown that uncertainty leads to a stronger identification with social groups [26] and enhanced in-group bias [27], and may also generate higher conformity to group norms [28].
Chief among these was the collective code which directed tribal members' conduct and which equated personal honor with conformity to group interests and unconditional loyalty to the group (Abu-Lughod 1986; Abu-Rabia-Queder 2007; Eickelman 1989; Lancaster 1981).
According to Zimbardo, good people do bad things when there's a dehumanisation of others, de-individuation of self, diffusion of personal responsibility, blind obedience to authority, uncritical conformity to group norms and passive tolerance of evil, through inaction or indifference.
On the other hand, there are situations in which there are no tangible, foreseeable rewards, and still people act in conformity with group norms, as is the case with emergent political movements (Hirschman 1982).
Group identification with computer agents would further influence group conformity, conformity intention, group attraction, and group trustworthiness.
Another factor is the masculine culture of sports, which often denigrates women and preaches conformity within groups of athletes.
Conformist biases are known sometimes to lead to maladaptive outcomes, where environmental change renders a once adaptive solution no longer adaptive, or if conformity favours group-beneficial traits [16], [38].
Here, I provide an overview of some recent research, mostly from our laboratory, comparing human children with their nearest living relatives, the great apes, in various tests of collaboration, prosocial behavior, conformity, and group-mindedness (e.g., following and enforcing social norms).
A person who cares about that particular role will then act in conformity to the group's expectations because she wants the group to validate her identity.
