Majorities rely on compliance and normative social influence. e.g. Reducing litter by adding a message on the bin like ‘bin litter - other people do’ as it draws attention to what majority of people are already doing.
Gradual commitment
-Obedience can bring social change through gradual commitment, once a small instruction is obeyed it becomes easier to obey increasingli bigger ones.
-e.g. Milgrans study of obedience voltage on shock generator went up in 15v increments. PP found it easier to obey harmless 15v shock became more difficult as the voltage accumulates and adds up.
