Informational social influence (conformity) occurs when people conform to the behavior of others because they view them as a source of knowledge about what they are supposed to do.
Conformity is the process where people change their beliefs, attitudes, actions, behavior or perceptions to more closely match those held by groups to which they belong or want to belong or by groups whose approval they desire.
Example of conformity is that a college student takes drugs because they don't want to appear 'boring' when all their friends are doing it. According to Herbert Kelman, three major types of conformity are compliance, identification, and internalization.
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