How do groups influence individual perception and behavior?
Groups generally reward members who conform to their norms. Group opinion strongly influences individual behavior and judgment toward that of the group.Homan’s exchange theory states that people try to maximize rewards and minimize costs in social transactions and will conform to the group under these conditions.Deindividuation occurs when a person feels submerged in a large group that has strong feelings of group unity and focuses on external goals. The lack of self-awareness that results may cause pressure toward group conformity.
