Conformity

• Conformity is the tendency to adjust one's thoughts, feelings or behaviours in ways that are in agreement with those of a particular individual or group, or with social norms.
• Lower levels of conformity were seen in individualist cultures where achievement of personal goals is typically prioritised over group goals and where resisting group pressure and maintaining independence is viewed positively
• Higher levels of conformity were seen in collectivist cultures where individuals tend to be encouraged and sometimes expected, to prioritise the group over individual goals
• Normative influence - The tendency to go along with the group in order to fit in and gain the approval of other group members. We tend to agree with others because we want to be accepted
• Informational influence - Involves people conforming because they want to be correct, so they look to others whom they believe might have more information
• Social loafing refers to a person's tendency to reduce their effort when working in a group