Aim - To investigate whether a majority can influence a minority in an unambiguous situation
Procedure - He set up a situation where 7 people all sat looking at a display. In turn, they said out loud which of the three lines, A,B,C, or D they thought was the same size as a given stimulus, X. Of the 7 people, 6 were confederates, all who gave the wrong answer, and one was an actual participant. The participant was always last to give their answer.
Results - The participants conformed on 32% of trials overall. 75% of participants conformed at least once. Many who conformed said they did so because they didn't want to stand out.
Conclusion - A majority group can influence a minority group to give an incorrect answer, even in an unambiguous situation.