Conformity refers to the tendency of individuals to
change their attitudes, beliefs, and actions to align with
the norms of those around them as a result of real or
imagined pressure. Conformity has also been described
as a passive form of social influence; individual members
observe the attitudes and behaviors of other group
members and adjust their attitudes (internal social influence)
and behaviors (external social influence) accordingly.
Conformity can satisfy individuals’ needs for
belongingness as well as foster positive social relationships
(Cialdini & Goldstein, 2004).
Dietsch and Gerard (1955) distinguished between two
types of conformity that differ based on the underlying
cause. Informational conformity is based on the desire
of individuals to adopt the correct behavior and occurs
when they are uncertain about what behavior is most
appropriate in a situation; the intention is to bring about
the correct course of action. Normative conformity is
based on the desire of individuals to obtain social
approval from others. While they may not genuinely
believe that their attitudes or behaviors are correct, they
conform in order to be liked, accepted, and integrate
with others. It is also possible that a group may conform
to a single individual as a result of real or imagined
pressure. In this case, the majority conforms to the
beliefs or behaviors of a high-status person. Research
related to conformity has focused on group norms or
the expected standards for behavior in a single group
(Carron & Hausenblas, 1998).
Sport psychology researchers have studied both
individual and situational factors influencing conformity
to group norms in sport teams (Carron &
Hausenblas, 1998). For example, high-status individuals
have greater influence in setting and enforcing
sport group norms and experience less pressure to
conform to these norms. In addition, a reciprocal relationship
has been found between cohesion and conformity
to sport group norms; cohesive sport teams
exert greater pressure on team members to adhere to
team norms and greater adherence to team norms
leads to enhanced cohesion. However, conformity
behavior can also have negative consequences, such
as groupthink. Groupthink is when individuals accept
the group’s decision to take part in destructive behavior
without questioning or processing alternative
ideas, viewpoints, or options. Therefore, it is important
to nurture healthy, functional, and productive
group norms. Sport team members must agree to
common standards and hold similar perceptions about
acceptable and unacceptable attitudes and behaviors
in order to perform effectively in a unified fashion.
