Discuss theories and/or research relating to why individuals conform.

A definition of conformity is "the tendency to allow one's opinions, attitudes, actions and even perceptions to be affected by prevailing opinions, attitudes and perceptions" (Reber, 2002, pg145 ). David Myers (1999) defines conformity as "a change in behaviour or belief as a result of real or imagined group pressure." (M Cardwell et al,2002, pg 107.) Without even knowing it many people conform, for example, the way an individual will dress when with friends. Social influence is the presence …

…social influence do not really believe in the group norm, they conform using public compliance. Society relies on people understanding how to behave when in an environment that requires certain behavioural standards. If everyone did whatever he or she wanted then there would be chaos. Businesses would cease to operate, schools and hospitals would not function, without the people conforming to the rules that are in place, to aid in the smooth running of society.