Abstract

The present study investigated the influence of strengthening collective identity and individual identity on the conformity to negative statements among peer group at the time of instruction about SNS’s character. A total of 114 undergraduates participated in experiment using hypothetical scenarios, and were divided into 3 groups; strengthening collective identity group, strengthening individual identity group, and control group. The results showed that the instruction about SNS’s character did not inhibit conformity when collective identity was strengthened, while it inhibited conformity when individual identity was strengthened depending on the type of scenarios. Those results, which were shown after controlling the interpersonal conformable attitude as personality factor, indicated that it is difficult to inhibit conformity because of the circumstantial trait of SNS. It is suggested that the information ethics education should be done considering those traits of SNS.