social influence processes in social change

• social change through minority influence

  • drawing attention to an issue
  • cognitive conflict
  • consistency of position
  • the augmentation principle
  • the snowball effect
• drawing attention to an issue

  • minorities can bring about social change by drawing the majority's attention to an issue. If their views are different to those held by the majority, this creates a conflict that they are motivated to reduce
• social change through majority influence (conformity)

  • social norms interventions
  • example, 'most of us dont drink and drive'