* Mohavedi at el argued that participants were role-playing rather than genuinely conforming to roles. their performances were based on stereotypes of how guards and prisoners are supposed to behave.
* eg - one guard claimed he based his role on a violent character in Cool Hand Luke.
* however, Zimbardo collected qualitative data that showed that 90% of conversations were about prison life which suggests that the situation was real for the participants, adding internal validity.