The first is the complexity of a society. As people come to live in more complex industrialized societies (compared, for example, with a simpler life of food gathering among desert nomads), there are more groups to identify with, which means less loyalty to any one group and a greater focus on personal rather than collective goals.
Second is the affluence of a society. As people prosper, they gain financial independence from others, a condition that promotes social independence as well as mobility and a focus on personal rather than collective goals.
The third factor is heterogeneity . Societies that are homogeneous, or "tight" (where members share the same language, religion, and social customs), tend to be rigid and intolerant of those who veer from the norm. Societies that are culturally diverse, or "loose" (where two or more cultures coexist), tend to be more permissive of dissent, thus allowing for more individual expression.
In conformity situations, people follow implicit or explicit group norms. But another common form of social influence occurs when others make direct requests of us in the hope that we will comply. Situations that call for compliance take many forms.
Changes in behavior that are elicited by direct requests.