We behave under the influence of others, such as parents, teachers, friends, and even unknown others. We tend to choose the merchandise our favourite stars or athletes recommend in television adverts. Many people consult comments on the internet when they choose where to dine in a city, even though they were written by totally unknown others.
We are a species of social animals. Therefore, it is no wonder we are under the influence of the society to which we belong. Researchers in social psychology named this influenced behaviour ‘conformity’, and have experimentally studied a variety of factors affecting conformity behaviour in the laboratory.
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