Explanations of minority influence

• Snowball effect - once a few members of the majority start to move towards the minority position then the influence of the minority begins to gather momentum as more people pay attention. What started off as minority becomes majority.
• Group membership - according to other researchers we are most likely to be influenced by those we perceive to be like us (in -group). If people are similar to us express certain attitudes we are more likely to be influenced. Although takes times to occur
• Research shows normative social influence can be used to create social change because of people seeing everyone else is performing a behaviour. This theory states that others conform in order to be liked.