1) Conformity is defined as a change in behavior or belief due to real or imagined group pressure.
2) Studies have found that 36.8% of responses in Asch's 1955 conformity experiments were incorrect and 75% of participants conformed at least once, showing people conform due to normative and informational social influences.
3) Zimbardo's 1973 prison experiment explored how people conform to social roles and norms and how environment can alter behavior.