Identification is the middle level of conformity. Here a person changes their public behaviour and their private beliefs, but only while they are in the presence of the group. This is a usually a short-term change and normally the result of normative social influence. For example, a person may decide to become a vegetarian because all of his new flat mates are vegetarian. However, whenever he walks past a MacDonald’s he can’t resist a Big Mac and when he is away from his flat mates he still eats meat. Identification takes place we are surrounded by a particular group; we change our private beliefs while in the presence of the group and not permanently.