2. Creating a conflict between what they currently believe and what the minority believe
3. Being consistent with each other and over time
4. The augmentation principle - minority appears willing to suffer for their views
5. The snowball effect - minority influence initially has a small effect but this spreads more widely until it eventually leads to large scale social change
What is social change?
Social change refers to any significant fluctuation in norms and values in a culture.
Social norms approach
If people perceive something to be the norm, they tend to alter their behaviour to fit that norm
Behaviour
Biased more on what people think others believe and do ('perceived norm') than on their real beliefs and actions ('actual norm')
Misperception
Gap between a perceived norm and actual norm
Social norms interventions
Correcting this misperception
Social norms interventions
1. Identify a widespread misperception
2. Use perception correction strategies in media campaigns and promo material to communicate the actual norm
Example of social norms intervention
'Most of us don't drink and drive', designed to reduce drinking and driving among young adults in Montana, USA
