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Abstract
  • Successful implementation of new rules and policies depends in part on the degree of popular support.The key ingredient in mounting a general consensus behind one alternative is the individual tendency toc onform. What drives conformism? Is it lasting or is it temporary? Traditionally, the literature has focused on adaptive mechanisms which are based on social learning. Observing others’ actions generates new information which may lead to a permanent change in own preference. However, this type of conformism requires that individual opinions are still evolving and there is room for new information to make a difference. What happens once opinions mature and people become more steadfast in their preferences? Is it then not possible to generate group-wise consensus? We explore an outstanding conjecture that even steadfast individuals may yield (temporarily) to the will of the majority if they are sufficiently caring and don’t like to hinder others. We design a laboratory experiment that allows us to identify the two behavioral mechanisms (adaptive vs. steadfast). We find evidence that steadfast subjects conform because they care about others. We also show that they are more willing to conform if they have more power.
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