Category: Schwartz Universal Values - Conservation Scale: 0.0 (low conformity) to 1.0 (high conformity)

Definition

Conformity represents the value placed on restraint of actions, inclinations, and impulses likely to upset or harm others and violate social expectations or norms. Users high in conformity follow social norms, are influenced by reviews, and prefer "popular" or "recommended" options.

Research Foundation

Primary Citation

"Conformity values derive from the requirement that individuals inhibit inclinations that might disrupt and undermine smooth interaction and group functioning." — Schwartz, 1992, p. 6

Full Citation (APA 7): Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology, 25, 1-65. https://doi.org/10.1016/S0065-2601(08)60281-6

Supporting Research

"Social proof influences behavior especially when people are uncertain about the correct course of action." — Goldstein, Cialdini & Griskevicius, 2008, p. 472

Full Citation (APA 7): Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of Consumer Research, 35(3), 472-482.

Behavioral Indicators

Level	Value	Web Behavior
Very Low	0.0-0.2	Ignores reviews, makes independent choices, contrarian
Low	0.2-0.4	Considers social proof but not decisive
Moderate	0.4-0.6	Balanced — reviews inform but don't determine
High	0.6-0.8	Strongly influenced by popularity, reviews, recommendations
Very High	0.8-1.0	Won't act without social validation, follows crowd closely

UX Implications

For High Conformity Users

Design Pattern	Effect
"Most Popular" badges	Positive — strong influence
Star ratings	Positive — decision guide
"X people bought this"	Positive — social proof
Unusual/unique products	Negative — hesitation
Review counts	Positive — volume = safety

For Low Conformity Users

Design Pattern	Effect
Heavy social proof	Neutral to negative — may resist
"Everyone's doing it"	Negative — contrarian trigger
Unique/niche positioning	Positive — appeals to individuality
Expert reviews over crowd	Positive — values expertise over popularity
Customization options	Positive — personal expression

Trait Correlations

Trait	Correlation	Direction
`socialProofSensitivity`	Strong	Direct — high conformity → follows reviews
`authoritySensitivity`	Moderate	Direct — respects norms and authority
`riskTolerance`	Moderate	Inverse — conforming = safer choices

Related Values

Value	Relationship
Value-Security	Compatible — both in Conservation cluster
Value-Tradition	Compatible — both in Conservation cluster
Value-SelfDirection	Opposing — following vs. questioning norms
Value-Stimulation	Opposing — safety vs. novelty

Persona Profiles

Persona	Conformity Level	Rationale
First Timer	0.7	Uncertain, follows what others do
Elderly User	0.7	Follows established norms
Power User	0.2	Makes independent choices, ignores crowd
Skeptical First Timer	0.7	Relies heavily on reviews
ADHD	0.4	May be impulsive, less norm-following

Value Conformity