Herbert Asch

Herbert Asch was an influential American psychologist known for his research in social psychology, particularly on conformity and group behavior. He conducted famous experiments in the 1950s that demonstrated how individuals often conform to group norms, even when they know those norms are incorrect. His work revealed the powerful influence of social pressures on personal opinions and decisions. Asch’s research contributes to our understanding of human behavior, providing insights into how people may prioritize group consensus over their own beliefs, which has implications in areas such as marketing, politics, and social interactions.