Normalization and Conformity

Abstract

Apart from conformity, the process of influence includes normalization and innovation.  In the case of conformity pressure is directed at the reduction or elimination of the conflict caused by the existence of minorities (subgroup or individual) holding the norms controversial to the norms of the group. Normalization takes place when mutual influence is exchanged, which aims at the establishing of a standard acceptable for everyone. Normalization is caused by the need to prevent conflict and disagreement. The psychological meaning of normalization is eliminating differences and finding a minimal common content.