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1 Department of Humanities and Social Sciences, Mahindra University, Hyderabad, Telangana, India
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This article aims to study the factors that influence non-conformists not to conform to group norms. In the literature about non-conformity, most of the discussion is on how non-conformists influence the world. The key factors contributing to non-conformity are not yet known. To investigate the factors, qualitative research study was used for a sample size of 20 participants with more than 5 years of work experience from various industries. In light of this possibility, this research uses a grounded theory approach to explore the factors that trigger non-conformists not to conform to group norms. This article lays a foundation for the motivation factors behind non-conformists. The study’s findings revealed 13 factors that emerged as the factors that trigger non-conformists not to conform to group norms.
non-conformity, groups, norms, non-conformist
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