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 to exacerbate prejudice and discrimination.

I believe the correct answer is normative conformity.
Conformity in general is the act of behaving according to what other people are behaving like in order to fit in with the crowd. It can be either informational (when you want to be correct about what you are talking about), and normative (when you want to be liked or accepted by the society around you, which is the case here).