“This research studied the relationship between conformity and (a) the extent of the discrepancy between the opinions of a communicator and a recipient and (b) the degree of involvement of the recipient. These variables are central to a dissonance theory analysis of the social influence process, as well as to many previous investigations of attitude change. It can be derived from the theory that opinion change increases with increases in both involvement and discrepancy between communicator and recipient.” “ . . . opinion conformity [did increase] . . . as a function of involvement and discrepancy. This theory with its consideration of the tension-producing effects of these variables, provides a sound framework for the understanding of some of the dynamics of social influence.” (PsycINFO Database Record (c) 2006 APA, all rights reserved)