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... this form of social influence has been studied experimentally using a variety of techniques. The major experimenters in this area are M.sherif, S. Asch, R.S.Crutchfield and S.Milgram, who are all social psychologists. * · MUZTAFER SHERIF (1935) When a stationary spot of light is seen in a dark room it appears to move, this phenomenon is known as the autokinetic effect. Sherif used this effect by firstly bringing individuals into the room and asked them to estimate how far the light moved, for several trials. After this, Sherif allowed the subjects to hear the other subject's answers and found that their answers converged and became similar. Sherif had not told the people that they had to agree on the correct answer, but each could hear the others estimate. The light had only appeared to flicker so there was no right answer and it seemed that a shift of opinion had ...