Lead author Dr Emma Halliwell, social psychologist at the University of the West of England's Centre for Appearance Research, said that while it might be assumed that boys will react similarly to girls when faced with this sort of peer pressure, it was important to show it scientifically.

BBC: NEWS | Health | Boys 'hit by body image pressure'

When almost everyone uses a particular device at work, it creates a silent peer pressure for the rest to fall in line.

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How can it when every part of the apparatus revolves around fear of change, individual agenda and peer pressure.

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