He was based at Swarthmore College, Pennsylvania, when he conducted the experiment for which he is best known: “the Asch conformity experiment.” People will often go along with others ...

More by Solomon E. Asch This article was originally published with the title “ Opinions and Social Pressure ” in Scientific American Magazine Vol. 193 No. 5 ( November 1955 ) , p. 31 doi: 10. ...