Social Change

Question	Answer
Social Change	Minority Influence - Drawing attention to an issue: eg the Suffragettes - Cognitive conflict: creates a conflict within the group - The consistency of position: eg protests - Augmentation principle: eg, suffering - Snowball effect: becomes widespread
Social Change	Majority Influence (Conformity) - Behavioural choices are often related to group norms: Normative influence - Perceived norm will be conformed to - Perceived and actual norm = misperception - SOCIAL NORM INTERVENTIONS > EG: adverts
Evaluation	Gradual > History challenges the view that minorities can bring about social change quickly - A strong tendency for humans to conform and maintain the status quo rather than engage in social change
Evaluation	Being perceived as deviant limit the influence > Members of the majority may avoid aligning themselves with the minority position because they do not want to be perceived as a deviant > The message then has very little impact
Evaluation	Limitations of the social norms approach > Not all interventions have led to social change > DeJong et al. (2009) - driving down alcohol consumption in students from 14 different colleges (+ surveys before and after) > Did not report lower perceptions or consumption

Resource summary

	Created by Chanelle Titchener over 5 years ago