Research by Baron et al. (1996) on the importance of accuracy indicates that the more important it is for people to be accurate, the . more likely people are to engage in both informational and normative conformity less likely people are to engage in both informational and normative conformity more likely people are to engage in informational conformity, but the less likely people are to engage in normative conformity more likely people are to engage in normative conformity, but the less likely people are to engage in informational conformity