CONFORMITY: when people's attitudes/way of thinking is changed due to the influence by others around them, changing behaviour to match those of peers with equal power. It is implicit, unaware it is happening.
NORMATIVE: when an individual knows they are right but conforms in order to be accepted by other members of a group INFORMATIONAL: behaviour is changed because they think others are better informed and are more likely to be right
Situational factors: Privacy of answer: Asch (1951) (high group unanimity) Culture: Bond & Smith (1996) (low for individualistic, high for collectivist) Group unanimity: Allen & Levine (1968) Minority: Moscovici (1976)