ao1 si and sc

• what is social influence

  process by which individuals and groups change each other's attitudes and behaviours. includes conformity, obedience and minority influence.
• what is social change

  when whole societies idiot new attitudes, beliefs and ways of doing things.
• what does ACDCSS stand for

  attention

  consistency

  deeper processing

  commitment ( augmentation principle )

  snowball effect

  social cryptomnesia
• lessons from minority influence

  attention - groups draw attention to their situation by providing social proof of their situation

  consistency - groups hold to a constant message

  deeper processing of the issue - people begin to think about how unjust/ significant/ important the issue is.

  commitment- personal risks are undertaken which indicates a strong belief and reinforces their message.

  snowball effect- more and more people back the minority

  social cryptomnesia- people have a memory that change had occurred but don't remember how it happened.
• lessons from conformity research

  asch- dissenting peer variation - one confederate who gave the correct answer broke the power of the majority, encouraging others to do so too.

  normative social influence - campaigns to change the social behaviour are more effective when the focus is on the fact that others are already commenting the behaviour.

  shows that social change is encouraged by drawing attention
• lessons from obedience research

  Milgram clearly demonstrates the importance of disobedient role models. in the variation where a confederate teacher refuses to give shocks to the learner, the rate of obedience in the genuine participants plummeted.

  zimbardo suggested how obedience can be used to create social change through the process of gradual commitment. Once a small instruction is obeyed, it becomes much more difficult to resist a bigger one.