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Conformity Conformity is defined by Zimbardo (1992) as, 'A tendency for people to adopt behaviour, values and attitudes of other members of a reference group.' Mann (1969) identified the two major types of conformity: normative conformity and informational conformity. Normative conformity is caused by a desire to liked. People conform because they think that other members of their reference group will like and accept them. They also want to avoid embarrassment and humiliation from other group members. It is a desire to right that forms the basis of informational conformity; people conform because they look to others whom they believe to be correct to give them information. In 1951, Asch conducted an experiment into conformity. Previous studies into conformity, such as Sherif's 1935 study using auto-kinetic effect, were based on ambiguous tasks, where there was no obvious answer. Asch believed that if the answer was made obvious, there could be no doubt...

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