social influence

• there are three types of conformity : compliance , internalisation , identification
• compliance results from normative social influence ( wanting to be liked )
• internalisation may result from informational social influence ( looking to others who we think may be correct to help us make up our own minds)
• identification is only temporary
• Conformity is the process of yielding to majority influence. Myers (1999) defines it as ‘a change in behaviour or belief as a result of real or imagined group pressure’.