Evaluation - social influence processes in social change

• limitation of social norm interventions

  Schultz ye al argued it has a negative consequence. People are exposed to the advertised social norm, even those that are not doing undesirable behaviours. A study found that when publicity average energy consumption per house, people started to used less energy as they conformed to the majority.
• Minority’s are perceived as deviant


  Minorites are often labelled as deviant by memners of the majority. The majority actively resists message as don’t want to be affiliated with minority. So it is a double disadvantage.