Conformity: influencing others: conformity: when and why. Conformity: a change in behaviour because of a real or imagined influence of others. \ people are conscious/unconsciously influenced: informational social influence: whats right . Informational social influence: the social world is frequently ambiguous and ill-defined, we use others behaviours as a source of information to make our own decisions, sometimes conforming. Sherif (1936): subject is placed in dark room, asked to focus on moving light and estimate differences. In reality the light does not actually move but the subjects still come up with a stable distance of movement over time. Later, other subjects were added and people tended to base their estimate off of the others, coming to an agreement. Autokinetic effect: when it appears something is moving in the dark because of a lack of visual reference. \ private acceptance: when someone conforms to others behaviours because they truly believe them to be correct.