Many people, all of us, we like to recognise ourselves as an individual or as unique. And whilst we do possess specific characteristics that really distinguish us from the crowd,. We are all unique, the majority of us comply with some set of social and societal rules most of the time. So why do people conform in a group? Well yielding to group pressure in this way, it often happens because we want to fit in. People normally have an incentive to be as loyal and obedient to the norms set by their groups as possible. Different groups, different identities, they have different definitions of the norms which govern our behaviour.