Group pressure can often result in people carrying out harmful actions towards others that they would not normally carry out by themselves. However, few studies have manipulated factors that might overcome this. Here male participants (n = 60) were in a virtual reality (VR) scenario of sexual harassment (SH) of a lone woman by a group of males in a bar. Participants were either only embodied as one of the males (Group, n = 20), or also as the woman (Woman, n = 20). A control group (n = 20) only experienced the empty bar, not the SH. one week later they were the teacher in a VR version of Milgram's obedience experiment where they were encouraged to give shocks to a female Learner by a group of 3 virtual males. Those who had been in the Woman condition gave about half the number of shocks of those in the Group condition, with the controls between these two. We explain the results through embodiment promoting identification with the woman or the group, and delegitimization of the group for those in the Woman condition. The experiment raised important ethical issues, showing that a VR study with positive ethical intentions can sometimes produce unexpected and non-beneficent results.Group pressure and the need to conform can result in significant distortions of an individual's judgment and decision making -a well-known case by Asch 1 being misjudgement of geometric shapes under peer pressure. However, Stanley Milgram argued for the distinction between signal conformity and action conformity 2,3 . In Asch's experiment people only verbally signalled conformity with the group but this had no further consequences (signal conformity). In contrast, in one experiment described by Milgram, participants were influenced to (apparently) administer electric shocks of greater and increasing voltage to a stranger at the behest of two confederates who demanded this, supposedly as a learning experiment. This is an example of action conformity since the behaviour of the subject would cause pain to another person. When there were no confederates, participants tended to choose the lowest shocks possible. Taking this out of the lab to real situations, conformity to group pressure can result in people engaging in evil acts that they would not normally do themselves individually, such as in the Stanford Prison Experiments 4 -even to the extent of taking part in mass killings -e.g., Stammers 5 , Chapter 18.The most salient finding of the obedience experiments has been that a surprisingly high proportion of people will administer apparently lethal shocks to a stranger at the behest of an authority figure. This was originally interpreted by Milgram as caused by their obedience to authority. However, alternative explanations have gained currency. Haslam, et al. 6 carried out an analysis of the results of all of Milgram's experiments, comprising 21 different conditions, and found an overall obedience level of 44%. A meta-analysis of the results of all the experiments open Scientific RepoRtS | (2020) 10:6207 | https://doi.org/10.1038/s41598-020-...