A response to Variablast's science study tag:
Had to include more than one study! Sorry Variablast — couldn't help myself!
Sherif, M. (1935). A study of some social factors in perception. Archives of Psychology, 27(187), pp.17-22.
Asch, S.E. (1951). Effects of group pressure upon the modification and distortion of judgment. In H. Guetzkow (ed.) Groups, leadership and men. Pittsburgh, PA: Carnegie Press.
Asch, S.E. (1955). Opinions and social pressure. Scientific American, 193(5), pp.31-35.
Berns, G.S., Chappelow, J., Zink, C.F., Pagnoni, G., Martin-Skurski, M.E., and Richards, J. (2005) 'Neurobiological Correlates of Social Conformity and Independence During Mental Rotation' Biological Psychiatry, 58(3), pp.245-253.
Weaver, K., Garcia, S.M., Schwarz, N., & Miller, D.T. (2007) Inferring the popularity of an opinion from its familiarity: A repetitive voice can sound like a chorus. Journal of Personality and Social Psychology, 92(5), 821-833.