Our desire to gain others' approval and avoid their rejection most clearly contributes to the powerful influence of

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The desire to gain others' approval and avoid their rejection is a key component of following social norms. Social norms are the unwritten rules and expectations that guide behavior in social situations, and our desire to conform to these norms can be very powerful. Research has shown that people will sometimes go along with the majority opinion even when they believe it is incorrect or harmful, simply to avoid standing out and risking social disapproval or rejection.

Our Desire to Gain Others' Approval and Avoid Their Rejection