SELF-MONITORING AND CONFORMITY REVISITED - A CASE FOR 4-FACTOR MEASUREMENT MODEL

A four-factor scale was proposed for measurement of self-monitoring tendency. Conformity data of 95 Japanese students in the Asch/Crutchfield paradigm were analyzed using its subscales: social sensitivity, other-directedness, acting ability, and persona variability. Conformity pressure level (whether the preceding four or two 'others' unanimously picked a wrong choice) and other-directedness interacted: under high pressure, the higher the other-directedness, the more conforming responses. Also, under low pressure, conformity of those high on other-directedness was significantly lower than under high pressure, but there was no such difference for those low. Persona variability and gender interactively determined judgmental reaction time, as well as responses on a few post-experimental questions. The results indicated usefulness of the proposed four-factor measurement model. Further improvement of the scale through factor analytical methods and construct validation is recommended.