Publisher's Synopsis
Excerpt from Anatomy for Conformity
First, a rather remarkable degree of interchangeability was found between concepts that at first glance seemed markedly different. For example, from cultural anthropology comes the concept of positive and negative sanctions. No difference was found in the expected effect on behavior whether one used the concept of positive and negative sanctions, or whether one spoke of rewards and punish ments which varied in amount or severity.
Measurability became an important criterion for selection of a concept for use. Mature research of an experimental nature requires measurement. Social science seems to advance in direct relation to its capacity to measure. Much time was spent in developing tech niques for the measurement of some aspects of the concepts to be manipulated. This is especially true of the need for Affiliation and the dependent variable itself - conformity and non-conformity.
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