p.69 [Blake and Mouton, 1961] conformity behavior increases when it is necessary for an individual to rely more heavily on the responses of others in making his own adjustment.

p.71 Another very promising avenue to understanding conformity and nonconformity is to be found in recent conceptions of reciprocity and social exchange... which has ties both to reinforcement theory and to game theory. The approach is applicable to a study of social behavior either as response or as stimulus

p.71-72 The social-exchange view construes conformity as a social process in which positive effects are occasioned in interactions with others by manifestations of expected behavior. Seen in this light, conformity becomes either a deserved reward to others which smooths the path of interaction and provides for further prospects for rewarding exchange, or as a payment in advance for anticipated rewards.