Conformity is greater when people feel incompetent. This pattern reflects NORMATIVE INFLUENCE.
Normative influence is defined as a type of social influence that leads to conformity. Social psychology definition of normative influence states that "the influence of other people that leads us to conform in order to be liked and accepted by them".
Because of the feeling of incompetence, acceptance and approval is vital to the person's well-being, thus leading to conformity.
