Fig. 2.

Conformity as a function of activated motive. Both men and women are more conforming when self-protection motives are active (compared to a control condition). In contrast, activating mating motives leads men to become less conforming and, as discussed in the text, more creative and showy in other ways (results based on Griskevicius, Goldstein, Mortensen, Cialdini, & Kenrick, 2006).