Factors that Increase or Decrease Conformity from the book

"Social Animal"

Unanimity - whether or not the majority opinion is unanimous.  If a participant is joined by on ally who gives the correct response, his or her conformity to the majority drops sharply.

Commitment - One way conformity to group pressure can be decreased is by inducing the individual to make some sort of commitment to his or her initial judgment.  In other words the old cliche that said, "stand for something or you'll fall for anything."

Accountability - accountability to a group tends to increase conformity.  Therefore be accountable to positive groups. 

Self-esteem - Generally individuals with low self-esteem are fare more likely to yield to group pressure than those with high self esteem.

Reward vs Punishment - Sometimes people conform to avoid punishment (such as rejection or ridicule) or to gain a reward (such as love or acceptance) from the group.

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