Researchers discovered that many ministers who supported desegregation in little rock, arkansas did not use their pulpits to air their (unpopular) views for fear of losing contributions and church members. this is a real world example of the power of normative conformity to exacerbate prejudice and discrimination.
In general, conformity refers to the act of acting in accordance with how other people are acting in order to blend in. It can be normative or informational (when you want to be accurate about what you're saying) (when you want to be liked or accepted by the society around you, which is the case here).
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