I’d say whether or not to conform is both a matter of personality and the situation. Both seem to me to have a strong influence on whether or not somebody conforms. However, if I had to pick one I’d say personality matters a little more. Some people are more inclined to conform regardless of the situation, for instance, teenagers generally have a somewhat rebellious personality and are unlikely to conform to larger group norms. And among people in general there are some who are more inclined to conform to whatever norm, and some who are more inclined to not be afraid to go against the grain, perhaps those more self-assured. I’d say personality also plays a dominant role in whether one chooses not to conform. Some people are more rebellious and sometimes even prefer not to conform simply because they enjoy it, whereas for some it is very uncomfortable to not conform, even on an arbitrary norm such as hair length. I’d say the same is true for decisiosn to obey an authority, some are more resisent to authority, perhaps unruly teenagers, and some are more obedient. Some may prefer to disobey authority, whereas others show a strong preference to obey authority.