Discuss the social psychology research that explains conformity in social groups

Conformity refers to the tendency for people to change their perceptions, opinions and behaviour in ways that are consistent with group norms. People do not always make individual decisions, the majority of the time they look to others to guide their thoughts and actions. When looking to others, there are two main factors that people may pay attention to. Firstly, they may be interested in what society says they should do or think in a …

…is fear. People conform because of a fear of not 'fitting in' which would lead to feelings of rejection. References:          Hornsey, Matthew J, Majkut, Louise, Terry, Deborah J. and Mckimmie, Blake. (2003) On being loud and proud: Non-conformity and counter-conformity to group norms. The British Journal of Social Psychology, 42, 319-335. Gross, Richard, (1996). Psychology: the science of mind and behaviour, 3rd edition. London: GreenGate. Hogg, Michael A. and Vaughan, Graham M. (2002). Social Psychology, 3rd edition. Gosport: Ashford