Situational factors: Size of majority, The greater the majority, the greater the influence (to an extent), Unanimity, If there is disagreement among the majority, conformity decreases, Task difficulty/ambiguity, If tasks are confusing or difficult we are more likely to turn to others for the answer., Personality factors: Locus of control, the extent to which we believe we have control over our behaviour/life., People high on external tend to conform more,

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