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Psychology Definitions, Criticisms and Ethical issues Conformity. Conformity involves a change of behaviour or opinion in order to fit in with a group. This may be a membership group (family or peers), or it may be a reference group (pop or sports stars). This group can be either a majority or a minority group. Normative influence This type of influence often comes from peer pressure. Reasons include; fear of rejection, wanting approval, simply to be identified as part of a group and to show loyalty. Informational influence This type of influence is concerned with the fear of looking unintelligent and believing others know better, especially if the task is difficult or unfamiliar. Minority influence A minority group can also strongly influence an individual, this is more likely when the minority are the 'in group', possibly due to social status or age, or they are acting out of principle and have made personal sacrifices in the pursuit of their...

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