COMPLIANCE AND CONFORMITYand Trost 1998). These efforts give added empha-
sis to people’s dependence on social relationships
and groups and address questions such as whether
minority and majority influence work through
different or similar processes. Also, new, more
systematic cross-cultural research attempts to un-
derstand both what is universal and what is cultur-
ally variable about conformity and compliance
(Markus and Kitiyama 1994; Smith and Bond 1996).
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