The tendency of people to conform to social norms and expectations in order to gain acceptance and avoid rejection. This type of influence has more to do with the desire to belong than with personal beliefs. For example, a person may adhere to certain behaviors (for example, follow a new fashion) simply because they are valued by their social environment. In interpersonal communication, this concept helps to understand how unwritten rules are formed that determine what is acceptable and what is not in speech and behavior.