Social change

• Draw attention

  • Majority need to be aware
• Augmentation principle - consistency
• Social cryptomnesia - forget how social change occurred
• Nolen study


  • Message on door, some compare energy consumption to neighbours, some just say reduce energy. 1st reduced more - NSI brings social change
• Slow e.g. Smoking + seat belts so question influence of minority
• Bashir found people resist social changebecause of stereotypes even if agree with cause
• Method low generalisable + demand characteristic doubts over validity
• Consistentcy - more credible + trustworthy
• Deeper processing - consider issue more carefully
• Snowball effect - minority grows