Conformity is a concept that has intrigued psychologists for decades; a concept that has been the foundation of numerous studies and books and which has been subtly woven into the media. Most of the research conducted on compliance has to do with what can cause compliant behavior and when compliant behavior is prevalent. There are generally two types of influences that can cause compliant behavior, informational social influences and normative social influence. Both are about the when and why of conformity in society and what situations typically cause a group or one or two people to conform. The most powerful and dangerous type of conformity is conformity to authority, which can cause people to obey orders that they would not normally follow in any other situation. That said, informational social influence can fuel compliant behavior, especially in cases where the situation is crisis-like, ambiguous, and when other people in the situation have authority or expertise. An example of informational influence and compliance is a study of behavior compliant with authority done by Milgram (1963). Milgram advertised his study as a way to test memory and learning and used male participants between the ages of 20 and 50. In each experiment, one subject and one victim were performed, the subject was always the participant and the victim was always the accomplice. To make it believable, Milgram told participants he wanted to test how much punishment was best for learning and told each participant to choose a slip of paper to determine which would be the teacher and which would be the student. Both slips of paper were labeled with the teacher's sign, after drawing the slip of paper both the teacher and the student were led into a room and to the left...... center of the paper.... ..rong simply because they believed in the confederate had more knowledge and would choose the right answer. And while the situation wasn't as confusing as in other studies, it still had the effect of causing participants to turn to others for guidance on how to precede in giving their answers. In conclusion, informational social influence plays an important role in how and when people will give in to compliant behavior. In both studies, the concept of informational social influence is used to test what participants do; adding that the factors put participants in an ambiguous situation, in a crisis, or in a situation where they feel the need to turn to someone with experience to move forward. Both Williamson et al. (2013) and Milgram (1963) demonstrated how easy it is to give in to influences and exhibit compliant behavior, even to a potentially dangerous outcome.