Discuss the three main reasons individuals conform to group norms.

Individuals conform to group norms for three main reasons. The first and most widespread basis for conformity to group norms is compliance—assenting to a norm in order to attain rewards or avoid punishment. The second reason for conformity is identification—associating oneself with supporters of a norm and conforming to the norm because those individuals do. The third and potentially most powerful basis for conformity to group norms is internalization—believing that the behavior dictated by the norm is truly the right way to behave.

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