We could conclude the reason of conformity into two categories:
* To gain information from others for proper behavior;
* To avoid punishment or to gain a reward.
Conformity resulting from the observation of others for the purpose of gaining information about proper behavior tends to be more powerful than that in the interest of being accepted or of avoiding punishment.
Compliance, Identification and Internalization
Compliance:best describes the behavior of a person who is motivated by a desire to gain reward or avoid punishment. Typically, the person's behavior is only as long-lived as the promise of rewards or the threat of punishment.
Identification:is a response to social influence brought about by an individual's desire to be like the influencer.In identification, we behave because it puts us in a satisfying relationship to influencer.
It is called a "good-old-Uncle-Charlie phenomenon".
Internalization:the internalization of a value or belief is the most permanent, most deeply rooted response to social influence. The motivation to internalize a particular belief is the desire to be right.
Differences
1. Compliance is the least enduring, and has the least effect on individuals. People comply merely to gain reward or to avoid punishment, and it can hardly continue when the rewards or punishments disappeared.
2. Identification doesn't need continuous rewards or punishments. It works even when the person with whom we identify is not present. All that it needed is our desire to be like the person. But when a more admirable person/group appears, a more important identification may supersede a previous one.
3. Internalization is the most permanent response to social influence precisely because our motivation to be right. It is a powerful and self-sustaining force that it does not depend on continuous rewards or punishments, or our continued esteem for some person or group.
Any specific action may be due to either compliance, identification, or internalization.
Major Components
* Compliance: power
* Identification: attractiveness
* Internalization: credibility
