Outline and evaluate the role of social influence processes in social change. [16 marks]

AO1

• minority is committed (augmentation principle), consistent (synchronic and diachronic), and flexible

• present logical arguments, exert ISI, cause internalisation due to deeper processing

• snowball effect of minority to majority

• majority exerts NSI, causes compliance

• law changes solidify new behaviour

• alteration scale is society-wide

• social-crypto amnesia occurs

AO3

• historical examples to support this process e.g. Suffragettes

• Moscovici supports the idea of minority influence/consistency

• Martin et al (2003) support the idea of deeper processing related to minorities

• Nolan (2008) showed the effect of NSI in reducing energy consumption in a Californian town