Social Influence and Social Change

Social Influence

The process by which individuals and groups change each others attitudes and behaviours.

Minority Influence Explains Change

Nemeth (2009) claims social change is due to the type of thinking that minorities inspire (deeper thinking)

Role of Minority In Obedience Research

Zimbardo suggested how obedience can be used to create social change through the process of gradual commitment.

Social Change

This occurs when whole societies, rather than just individuals, adopt new attitudes, beliefs and ways of doing things

Steps to Create Social Change

Drawing attention through social proof, consistency, deeper processing of the issue, the augmentation principle, the snowball effect and social cryptomnesia

Social Cryptomnesia

People have a memory that change has occurred but dont remember how it happened

Role of Minority in Conformity Research

Environmental and health campaigns exploit conformity processes by appealing to NSI by providing information about what other people are doing

Role of Minority in Obedience Research

Zimbardo suggested how obedience can be used to create social change through the process of gradual commitment

Research Support for Normative Influences (Social Influence + Change)

Nolan et al (2008) aimed to see if they could change peoples energy use habits

Minority Influence Explains Change

Nemeth (2009) claims social change is due to the type of thinking that minorities inspire (deeper thinking)

Limitation of Deeper Processing

Diane Mackie (1987) presents evidence that it is majority influence that may create deeper processing if you do not share their views because we like to believe that others share out views and think in the same ways as us so we think deeper about the majoritys views

Research Provide Advice (Social Influence + Change)

Research provides practical advice useful to a minority wanting to influence majority opinion or behaviour, such as in the feminist movement