The Moderating Effect of Need for Affiliation on Conformity in Response to Group Reactions

Building on the work of Heerdink et al. (2013), this research assessed the relationship between group reactions and conformity, with feelings of acceptance/rejection proposed to mediate and the need for affiliation to moderate the effect. The direct relationship between the need for affiliation and conformity was also examined. There was a direct relationship between group reactions and cognitive conformity. Furthermore, there was a relationship between group reactions and feelings of acceptance/ rejection and between acceptance/rejection and affective and behavioural conformity. Full mediation of acceptance/rejection was not present between group reaction and cognitive conformity. Finally, there was a partial effect for need for affiliation on conformity; however, the moderating effect of need for affiliation was inconsistent.