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Conformity is the process whereby people change their beliefs, attitudes, actions, 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.
Harvard psychologist Herbert Kelman identified three major types of conformity: compliance, identification, and internalization. Additionally, research in social psychology has focused primarily on two varieties of conformity: informational and normative.
Specific predictors of conformity are: culture, gender, age, size of the group, situational factors, different stimuli, and neural correlates.