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Conformity (the tendency to change behaviours or thoughts in ways that are…

- - - - Ambiguous situation: When you are unsure of the correct thing to do, you are more likely to turn to others as sources of information. The more important the need to be accurate, the more ambiguity can influence informational influence.
      - Crises: Crisis often occurs simultaneously with ambiguity and people would panic and look to others to know what to do. This may backfire as other people may also be panicking and may not be acting rationally
      - When others are experts, or perceived experts: The more expertise a person has, the more valuable they would be as a guide in ambiguous situations. However, experts are not always a reliable source of information
  - - - Social Impact Theory: Conforming to social influence depends on the group's importance, immediacy, and number
        
        Strength: How important is that group to you? The more important, the more conformity to normative social influence
        
        Idiosyncrasy credits: The tolerance a person earns over time by conforming to group norms. If enough credits are earned, the person can, on occasion, deviate from the group without retribution
        
        Immediacy: How close that group is to you in space and time during the attempt to influence you
        
        Number: How many people are in the group? Social influences increases as the number goes up to five. After which, not much increase (each additional person is not as influential)
        
        When there are no allies: You feel less like the odd one out
        
        When the group is collectivistic: Conformity is seen as an act of tact and sensitivity and it promotes harmony and supportive relationships in the group rather than being seen as cowardice
        
        Individual differences: Note that the effect of individual differences on compliance to normative social influence is small and weak in general
        
        People with high self-esteem are slightly less susceptible to normative social influence
        
        Females are more susceptible to normative social influence
- - - - When people agree to a small request, they start to see themselves as agreeable people and feel committed to a helpful course of action. If they decline a follow-up request, they would feel discomfort or dissonance. This makes it less likely for them to decline as they would want to avoid this discomfort
    - - The first bigger request makes the second request seem less daunting in comparison.
      - Feelings of reciprocity: After the requestor makes a few concessions, the individual would feel like the least they could do is negotiate and do something smaller
    - - Most successful when it taps into audience's pre-existing beliefs