Considers social norms, conformity, and compliance in terms of a fundamental theme: that the behaviors they comprise are goal-directed. These goals include: to behave effectively, to build and maintain relationships, and to manage self-concept. These goals serve as organizing structures for the material presented in the chapter. Although the authors feel that the 3 goals offer valuable insights into the circumstances and motivations that lead to interpersonal influence, the goals do not apply equally to the 3 focal topics of social norms, conformity, and compliance. (PsycINFO Database Record (c) 2012 APA, all rights reserved