Social Change

• what are the 6 steps to social change from minority influence?

  1 Drawing Attention

  2 Consistency

  3 Deeper Processing

  4 Augmentation Principle

  5 Snowball Effect

  6 Social Cryptomnesia
• What is deeper processing?

  where the people who are being influenced begin thinking deeply about the cause
• what is the augmentation principle?

  majority pay even more attention as they see the commitment
• what is social cryptomnesia?

  where social change occurred but people have no memory of the events leading to the change
• who makes social change more likely?

  dissenters make social change more likely evidence from Asch

  Disobedient models - Milgram Research
• How do people use NSI to promote Social change?

  environmental and health campaigners appeal to NSI, provide information about what others are doing so people conform
• How does ISI cause social change?

  People become more informed about certain things and the dangers eg smoking
• How does obedience create social change according to Zimbardo?

  ‘gradual commitment’, once an instruction is obeyed it is difficult to resist a bigger one, the “foot is in the door”