Example of compliance= agrees in public but not in private, developed factors affecting conformity: group size, unanimity, task difficulty, lab experiment, 1 real pp and 7 'pp' (confederates)- real participant was deceived (ethical issue), took turns to say which line matched the target line= obvious differences, confederates all said the wrong answer; 74% pp conformed to the incorrect answers at least once= higher conformity- (32% conformed to all wrong answers), repeated experiment with control group with no confederates= less than 1% gave an incorrect answer