Conformity a change in behaviour as a result of the real or imagined influence of other people. Informational social influence: conforming because we believe tht other"s interpretation of an ambiguous situation is more corret than ours and will help us choose an appropriare course of action. Private acceptance conforming to other people"s behaviour out of a genuine belief that what they are doing or saying is right. Public acceptance conforming to other people"s behaviour publicy without necessarily believing in what they are doing or saying. 3 situtaions of conformity (ambiguous, crisis, expert) you are always looking to other on what to do no matter the situation. Contagion- the rapid transmissions of emotions or behaviour through a crowd. However if people are misinformed conformity can backfire. Mass psychogenic illness the occurrence of similar physical symptoms for which there is no known physical or medical cause in a group of people.