Figure 2.

Collective decisions induce behavioral change. For high conformers (subjects scoring high on the trait conformity questionnaire), the likelihood of choice reversals following a collective decision that was inconsistent with their own vote was greater than when it was consistent and greater than for low conformers. Choice reversals were trials in which subjects selected an item during Session 4 (individual decision-making task) that was different from the item they voted for during Session 2 (collective decision-making task). The two-way (high/low conformers × consistent/inconsistent collective choices) interaction was significant. *p < 0.05, two-tailed t test; error bars indicate SEM.