Social Conformity or Social conformism is the act of matching attitudes, beliefs, and behaviors to group norms, politics or being like-minded. Norms are implicit, specific rules, guidance shared by a group of individuals, that guide their interactions with others. People often choose to conform to society rather than pursue personal desires – because it is often easier to follow the path others have already made than to forge a new one. Thus, conformity is sometimes a product of group communication. This tendency to conform occurs in small groups and/or in society as a whole and may result from subtle unconscious influences, or from direct and overt social pressure. Conformity can occur in the presence of others or when an individual is alone. For example, people tend to follow social norms when eating or when watching television, even if alone.