Conformity refers to the process through which individuals modify their thoughts, feelings, attitudes, or behaviours to align with the norms, expectations, or actions of a group. In advanced social psychology, conformity is studied as an important form of social influence that explains how individuals are affected by the presence, opinions, and behaviours of others. Human beings are social creatures, and the desire for acceptance, belongingness, and social approval often motivates them to adjust their behaviour according to group standards. Conformity can occur through different psychological mechanisms. One major explanation is normative social influence, which refers to the tendency of individuals to conform in order to gain approval, avoid rejection, or maintain positive relationships with others. In such situations, people may publicly agree with a group even when they privately hold different opinions. For example, a person may support a popular opinion in a discussion to avoid being viewed negatively by others. Another mechanism is informational social influence, which occurs when individuals look to others for guidance, especially in uncertain situations. When people believe that others possess more accurate information, they may accept the group’s viewpoint and change their own beliefs. The classic research of Solomon Asch demonstrated the power of conformity through his line judgment experiments. Participants were asked to compare the lengths of lines while surrounded by