MAPPING THE LINKS BETWEEN STIGMA, PRESSURE, AND CONFORMITY IN GEORGIAN SOCIETY

This article explores the relationship between prevalent stigmas in Georgian society and the psychological mechanisms of social pressure and conformity. Conducted in Tbilisi, Georgia, the study aimed to identify dominant stigmatizing beliefs and assess how these beliefs influence individuals’ susceptibility to external expectations and norm-driven behavior. A quantitative methodology was used. Findings revealed significant positive correlations between stigmatizing attitudes, perceived social pressure, and conformity. Notably, men and employed individuals reported higher levels of perceived pressure and demonstrated greater conformity, suggesting stronger alignment with traditional social roles. The study highlights how stigmas function not merely as individual biases but as social control tools reinforced through pressure and behavioral alignment. These insights are particularly relevant for understanding mental health stigma and gender norms in post-Soviet, patriarchal contexts like Georgia. The article contributes to broader discussions on stigma reduction by emphasizing the need to address social norms and collective expectations as central components of change.