types of conformity

• compliance (weakest form of conformity) - publicly conforming but privately maintaining own views. this is likely to occur due to normative social influence
• identification - adopting views privately and publicly as you value membership of that group. the new attitudes are often temporary and don't remain when you leave group. also when you identify with a role which leads to conformity to a norm e.g. zimbardo's pts conformed to what was expected of them according to their role
• internalisation (strongest form) - true change of private views to match those of group. this is distinct from identification as new attitudes are not dependent on the presence of the group e.g friend takes you to gym, you like it, start attending without friend. A true conversion will survive even if person loses contact with those who influenced them.