Terms refer to changes in behaviour caused by other people. Conformity any change in behaviour caused by another person or group influence from other people: ex. spectator at vancouver canucks game would boo at a bad play because other fans are booing. Conformity encompasses compliance and obedience due to it refereeing to any behaviour that occurs as a result of others" influence. Conformity occurs when you are in a new or unusual situation and are looking at others in deciding what to do. Compliance occurs because we are susceptible to requests of others. Obedience starts during childhood when we are socialized to follow the demands of our parents and teachers. We often want to please people (normative influence) whose judgement we seek (informational influence) Muzafer sherif studied conformity as addressing the development of social norms. Social norms a rule or guideline in a group or culture about what behaviours are proper and improper.