People conform to the norm -- even if the norm is a computer

"It was found that role-playing as the avatar in an immersive video game, compared to merely watching others play, makes people identify with a computer. They do so to such an extent that they actually start to conform to its decisions and follow its judgment -- sometimes even if it is downright wrong. This shows that people conform, even when opinions are voiced by nonhuman agents. This is especially prevalent in ambiguous cases."