60 male and 60 female college Ss were randomly assigned to 1 of 6 experimental conformity conditions—true-agree 100%, true-agree 50%, neutral, true-disagree 50%, true-disagree 100%, and control—and were tested, via a conformity apparatus, in a social pressure plus reinforcement session and again in a posttest nonreinforcement session 2 wk. later. It was found that: (1) Reinforcement for agreeing with a contrived group consensus elicited more conformity than reinforcement for disagreeing, the extent of the effect being a function of the amount of reinforcement; (2) the effect persisted to some degree even after a period of 2 wk., but conformity was significantly higher in the social pressure session than during the posttest; and (3) females conformed more than males. Conformity was explained in terms of social learning; sex differences in conformity in terms of cultural expectations. It is concluded that the situational factor (reinforcement) is 1 of the important determinants of conforming behavior. (17 ref.) (PsycINFO Database Record (c) 2016 APA, all rights reserved)