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This occurs when an individual accepts influence because he hopes to achieve a favorable reaction from another person or group.
He adopts the induced behavior because he expects to gain specific rewards or approval.
This occurs 'when an individual accepts influence because he wants to establish or maintain a satisfying self-defining relationship to another person or group'.
This type of conformity usually involves compliance - where a person publicly accepts the views of a group but privately rejects them.
It is often because the person wants to fit in with the group and is scared of being rejected by the group.
It happens when a person lacks knowledge and looks to the group for guidance.
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