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A great deal of the work that appears to devolve from formal theory testing is on the contrary quite serendipitous. This chapter explores these possibilities, not as an exception to what social psychologists normally do, but as practices that reflect many studies at the heart of the discipline. In 1936 Muzafer Sherif published his classic study, The Psychology of Social Norms , in which he reported his elegant research on the autokinetic effect. The key experiments appeared initially in his 1935 article in the Archives of Psychology . The entire experiment is a kind of optical illusion, both for the experimenter who discovers in it what he finds so pressing in the society, and for his audience whose attention he commands since, he has captured the phenomenon in his laboratory, and demonstrated its truth. The experiment’s extrascientific attraction was simply this: it allowed the psychologist to dramatize the story of humankind’s capacity for ruthless violence in an experimental idiom.
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