Stakes and expertise modulate conformity in economic choice

Abstract

The influences of expertise and group size on an individual’s tendency to align with a majority opinion have been attributed to informational and normative conformity, respectively: Whereas the former refers to the treatment of others’ decisions as proxies for outcomes, the latter involves positive affect elicited by group membership. In this study, using a social gambling task, we pitted alignment with a high- vs. low-expertise majority against a hypothetical monetary reward, thus relating conformity to a broader literature on valuation and choice, and probed the countering influence of a high-expertise minority opinion. We found that the expertise of a countering minority group significantly modulated alignment with a low-expertise majority, but only if such alignment did not come at a cost. Conversely, participants’ knowledge of payoff probabilities predicted the degree of majority alignment only when a high-expertise majority endorsed a more costly option. Implications for the relative influences of expertise and stakes on conformity are discussed.