by JC Turner(1987, 1991) that argues people conform to group norms when those norms feel self-relevant. Research shows that group identity strengthens conformity in famous studies like Sherif's autokinetic illusion experiments and Asch's line-judgment paradigm. Spears also contrasts identity-based influence with other explanations as a distinction between descriptive and injunctive norms. Showing that group identity can shape not only behavior but perceived moral obligations.

Social impact theory

Social impact theory was developed

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