AO1

• What is social change?

  Adoption of new attitudes by societies
• How does social change occur?

  Gradually, influenced by minority groups
• What is the main driving force for social change?

  Minority influence
• What areas of social influence provide evidence for social change?

  • Minority influence
  • Conformity research
  • Obedience research
• What are the steps of social change?

  1. Drawing attention
  2. Consistency
  3. Deeper processing
  4. Augmentation principle
  5. Snowball effect
  6. Social cryptomnesia
• What does 'drawing attention' mean in social change?

  Minority highlights an issue with social proof
• Why is consistency important in social change?

  It shows commitment to the desired change
• What happens during 'deeper processing' in social change?

  People begin to question the status quo
• What is the 'augmentation principle'?

  Minority members suffering increases commitment
• What is the 'snowball effect' in social change?

  Minority support grows to majority support
• What does 'social cryptomnesia' refer to?

  Remembering a change without knowing how
• What lessons can be learned from conformity research regarding social change?

  • Dissenters increase likelihood of change
  • Asch’s research shows breaking majority power enables dissent
• How do environmental and health campaigners use normative social influence?

  They highlight what others are doing
• What lessons can be learned from obedience research regarding social change?

  • Disobedient models increase likelihood of change
  • Milgram’s research shows refusal reduces obedience
• What is the significance of disobedient role models in social change?

  They lower obedience rates in others
• What does 'gradual commitment leads to drift' mean?

  Small commitments make larger ones easier
• Who suggested that obedience can create social change through gradual commitment?

  Zimbardo