For Gramsci see Fourgacs, The Gramsci Reader, New York University Press, 2000 - Bibliography
In Galbraith's classification of power that would be a mix of condign (coercive) and conditioned (persuasive) power - https://en.wikipedia.org/wiki/The_Anatomy_of_Power
Using my model of the Human Activity System, from Part 1, this is often just the simple effect of peer pressure and the desire to conform (part of our natures) overcoming our independence of mind, refer back to the discussion in - Our Natural Selves
Part 3 Consider- On Power - What is Power? - Where does power come from?