We live within a social world; it is not surprising that many theorists and researchers have studied what effects the social environment has on the thoughts, emotions, and behavior of the individual. Social psychology is the study of what effects groups have on individuals and how being part of a group affects a person's thinking, feelings, and behavior. Most people like to think of themselves as independent however, a person's behavior is influenced by the viewpoints and actions of the people around him or her, whether or not a person knows him or her. Conformity, obedience, and group process are the different types of influence.
Conformity
"Conformitymeans changing attitudes or behavior to accommodate the standards of peers orgroups. The pressure to conform can be immense, even if subtle. Wearing a thin tiewhen wide is in vogue makes many men uncomfortable, as does wearing the wrong brand of tennis shoes for many teenagers" (Kowalski &Westen, 2009, p. 653). Conformity occurs when the individual gives into the wants of the group, although the inclinations of the individual are to do otherwise.