Strength of social change?

Reserach support for the role of NSI conducted by Nolan. 1 month in California, hanging messages on the door of ppl's houses in San Diego, encouraging to reduce energy comsumption, saying that other residents in the neighbourhood did this. Control group - ask to reduce energy consumption but no mention of the neighbourhood. Found that the experimental group had lowered their energy,as they wanted to 'fit in' with the majroity, showing that conformity can lead to social change.