To understand why people conform so easily, we need to analyze the effects of belonging on our thinking and behavior. This inevitable fear of rejection leads people to make cognitive and behavioral changes to fit in and feel good about themselves. In Milgram's study, this fear of rejection (i.e. not being accepted by the man wearing a lab coat) led participants to go against their own values ​​and inflict pain on someone else. The confederate in the lab coat was able to exploit the participant's fear through some short statements such as: "The experiment will be ruined if you stop" or "I need you to keep going." After hearing these words, participants often returned to shocking the man in order to please and be accepted by the doctor conducting the experiment. In general, the psychological importance of self-esteem can help explain why people conform so easily: people want to feel good about themselves, which is achieved through acceptance and belonging (sociometer theory), so people usually do everything to feel accepted and therefore feel good