a person’s tendency to adopt patterns of behavior or attitudes that correspond to the expectations or requirements of the group, even if they contradict his or her personal beliefs. Conformism is most evident in social situations where a person seeks to avoid rejection or ridicule by adjusting their behavior to please others. In interpersonal communication, conformity can be positive if it promotes harmony and cooperation, but it can also be negative if it leads to self-repression or the adoption of unrealistic attitudes solely for the sake of social acceptance.