Conformity resulting from a person's desire to gain approval or avoid disapproval is said to be a response to normative social influence.
Social influence involves both intentional and unintentional efforts to change another person's beliefs, attitudes, or behavior. Unlike persuasion, which is usually intentional and requires some degree of awareness on the part of the target, social influence can be unintentional or accidental.
Social influence affects youth when adolescents are exposed to the behaviors and norms of others (i.e., mere exposure) and observe the positive outcomes that others derive from such behaviors (i.e., vicarious learning). Adolescents then adopt such social norms and model behavior in future cases.
Social influence involves the ways in which individuals adapt their behavior to meet the demands of the social environment. It takes many forms and can be seen in conformity, socialization, peer pressure, obedience, leadership, persuasion, selling and marketing.
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