Conformity behavior during a fire disaster

• Qi Duo

  Shanghai Jiao Tong University

• Huizhang Shen

  Shanghai Jiao Tong University

• Jidi Zhao

  East China Normal University

• Xiaomin Gong

  Shanghai Jiao Tong University

A fire disaster can involve severe personal injury, and individuals may take various actions to respond to such threats—in particular, following others’ behavior when trying to escape. In this experimental study, 114 participants watched a video about escaping from a fire, then prepared an emotional-experience report and decided which of 2 or 4 options they would choose in a situation. Results revealed that individuals exposed to a fire situation experienced a significantly higher level of fear activation, inferior decision-making performance, and higher conformity tendency than did those exposed to a nonemergency situation. Further, the number of choices offered for making an escape was negatively related to conformity behavior, and decision-making performance was found to be a dual mediator both between the level of fear activation and conformity behavior and between the number of choices and conformity behavior.

1. Qi Duo, Shanghai Jiao Tong University
   Department of Management Information Systems
2. Huizhang Shen, Shanghai Jiao Tong University
   Department of Management Information Systems
3. Jidi Zhao, East China Normal University
   School of Public Administration
4. Xiaomin Gong, Shanghai Jiao Tong University
   Department of Management Information Systems

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