When you hear something new, you might think more deeply about it, especially if the source of this new view is consistent, committed and flexible. This deeper processing is important in the process of conversion to a different, minority viewpoint. Overtime, increasing numbers of people switch from the majority position to the minority position and have become 'converted.' The more this happens, the faster the rate of conversion which is known as the snowball effect. Gradually the minority view has become the majority view and change has occurred.