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 of others that affect the way people think, feel and behave, this is what causes conformity. …