People conform much more strongly to others who are in the same group as them. These influences are even stronger for attractive people who we like. Group size and dissent make little difference when the people themselves are not part of 'our' group. In fact we may even go out of our way to do the opposite of an outgroup.

Moods can have complex effects on conformity, but there's some evidence that we're more likely to conform when we're in a good mood than a bad mood.

One dastardly emotional technique for increasing conformity is using fear-then-relief. Make someone afraid of something, then relieve that fear, then they're more likely to do what you want.

While personality might not be as important as the situation in which people are put, it none the less has an effect. Some people have more of a 'need for structure' and consequently are more likely to conform.

When faced with an authority figure mere conformity can be transformed into obedience. Milgram's studies of obedience show that people will administer dangerous electric shocks if told to by a white-coated authority figure. People don't always blindly follow authority figures though, studies show a huge range in obedience, from 12% to 92% depending on the social context.