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Use some psychological studies of conformity to discuss reasons for conforming According to Leon Mann conformity means yielding to group pressures Everyone is a member of one group or another and everyone expects members of these groups to behave in certain ways If you are a member of an identifiable group you are expected to behave appropriately to it If you dont confirm and behave appropriately you are likely to be rejected by the group Like stereotypes conforming and expecting others to conform maintains cognitive balance There are several kinds of conformity Many studies of conformity took place in the 1950s which led Kelman to distinguish between compliance internalisation and identification Compliance is the type of conformity where the subject goes along with the group view but privately disagrees with it Internalisation is where the subject comes to accept and eventually believes in the group view Identification is where the subject accepts and believes the group view because he or she wants to become associated with the group Leon Mann identifies normative conformity which occurs when direct group pressure forces the individual to yield under the threat of rejection or the promise of reward This can occur only if someone wants to be a member of the group or the groups attitudes or behaviour are important to the individual in some way Apart from normative conformity there is informational conformity which occurs where the situation is vague or ambiguous and because the person is uncertain he or she turns to others for evidence of the appropriate response Thirdly Mann identifies ingratiational conformity which occurs where a person tries to do whatever he or she thinks the others will approve in order to gain acceptance if you make yourself appear to be similar to someone else they might come to like you The first major research into conformity was conducted in 1935 by Sherif who used a visual illusion
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