A01

• What are the steps in how minority social influence creates social change?

  1. Drawing attention through social proof
  2. Consistency
  3. Deeper processing of the issue
  4. The augmentation principle
  5. The snowball effect
  6. Social cryptomnesia
• How did civil rights marches draw attention to segregation?

  They provided social proof of the problem
• What was the position of civil rights activists in the American population?

  They represented a minority
• What was the nature of the messages presented by civil rights activists?

  Non-aggressive messages
• What effect did activism have on people's views of the status quo?

  It prompted deeper thinking about injustice
• What does the augmentation principle refer to in the context of civil rights activism?

  Risking lives to reinforce their message
• Who were the 'freedom riders'?

  Mixed ethnic groups challenging segregation
• What significant event occurred in 1964 related to civil rights?

  The US Civil Rights Act was passed
• What is social cryptomnesia?

  Memory of change without recalling how
• What did Solomon Asch's research highlight about dissent?

  Dissent can break the power of the majority
• How do environmental and health campaigns use conformity processes?

  By appealing to normative social influence
• What does Milgram's research demonstrate about disobedient role models?

  They significantly reduce obedience rates
• What is the process of gradual commitment in obedience?

  Small instructions lead to larger ones
• How does Philip Zimbardo's view on obedience relate to social change?

  Obedience can lead to new behaviors