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Although the immediate impact of social influence on people\u2019s decision making is well established, it is unclear whether this reflects a transient capitulation to public opinion or a more enduring change in privately held views. In an experiment using a facial-attractiveness rating task, we asked participants to rate each face; after providing their rating, they were informed of the rating given by a peer group. They then rerated the same faces after 1, 3, or 7 days or 3 months. Results show that individuals\u2019 initial judgments are altered by the differing opinions of other people for no more than 3 days. Our findings suggest that because the social-conformity effect lasts several days, it reflects a short-term change in privately held views rather than a transient public compliance.<\/jats:p>","DOI":"10.1177\/0956797614532104","type":"journal-article","created":{"date-parts":[[2014,5,22]],"date-time":"2014-05-22T20:18:24Z","timestamp":1400789904000},"page":"1388-1393","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":53,"title":["Conformity to the Opinions of Other People Lasts for No More Than 3 Days"],"prefix":"10.1177","volume":"25","author":[{"given":"Yi","family":"Huang","sequence":"first","affiliation":[{"name":"Department of Psychology, School of Psychology, South China Normal University"},{"name":"Center for Studies of Psychological Application, School of Psychology, South China Normal University"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Keith M.","family":"Kendrick","sequence":"additional","affiliation":[{"name":"Key Laboratory for Neuroinformation, School of Life Science and Technology, University of Electronic Science and Technology of China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Rongjun","family":"Yu","sequence":"additional","affiliation":[{"name":"Department of Psychology, School of Psychology, South China Normal University"},{"name":"Center for Studies of Psychological Application, School of Psychology, South China Normal University"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2014,5,21]]},"reference":[{"key":"e_1_3_2_2_1","first-page":"177","volume-title":"Groups, leadership and men","author":"Asch S. 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