Giving in to Group Pressure: The Impact of Socialization and Risk on Perceived Outcomes

The current study applies the perspective of decision theory to understanding how choices are made in an in-group setting involving social pressure and risk. Two hundred sixty-one undergraduate students provided assessments of consequences associated with illegally consuming alcohol in different environments with differing degrees of risk. In addition, size of the social group was varied as three, four, or nine. In order to determine the moderating effects, if any, of susceptibility to social influence, a measure of socialization was included. Results provide strong support for socialization as an explanation for how individuals interpret risk-related social situations