CHAPTER FOUR
Situational Awareness
How Accordian Music Boosts Sales of Burgundy
TONY, A MIDDLE-AGED MAN with his glasses perched on the end of his nose, was the last to answer. He had a furrowed brow and appeared nervous. “Same,” he replied without conviction. With that incorrect response, Tony added evidence to one of the most famous social psychology experiments—Solomon Asch’s study of conformity under group pressure.
Asch first ran these experiments in the 1940s. He assembled a group of eight people. Unbeknownst to the true subject, seven of the participants were accomplices. Asch asked them to complete the trivial task of matching the length of a given line with one of three unequal lines. The procedure was simple, and the answers were virtually ...
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