What Other People Say May Change What You See - New York Times

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In those early studies, the subjects were shown two cards. On the first was a vertical line. On the second were three lines, one of them the same length as that on the first card. Then the subjects were asked to say which two lines were alike, something that most 5-year-olds could answer correctly. But Dr. Asch added a twist. Seven other people, in cahoots with the researchers, also examined the lines and gave their answers before the subjects did. And sometimes these confederates intentionally gave the wrong answer. Dr. Asch was astonished at what happened next. After thinking hard, three out of four subjects agreed with the incorrect answers given by the confederates at least once. And one in four conformed 50 percent of the time.