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“Minority influence”. Social psychology:

The norms that are salient at any particular time vary as a function of group and setting, and social norms become more salient when the situation calls attention to group membership.Individuals obey social norms for several reasons. First, compliance is the simplest, most direct motive for conformity to group norms. It occurs because members wish to acquire rewards from the group and avoid punishment. Compliance is characterized by a change in observable behavior to match the social norm while maintaining a private lack of acceptance of the norm itself. Second, identification occurs when individuals conform because they find other supporters of the norm attractive. Identification as a motive for conformity is often revealed by an imitation process in which established members serve as models for the behavior of others. For example, a newly promoted executive might attempt to dress and talk like her successful, admired boss.