Evaluation - social influence processes in social change

• Minority’s are perceived as deviant


  Minorities are often labelled as deviant by members of the majority. The majority actively resists message as don’t want to be affiliated with minority. So it is a double disadvantage.
• Research support - NSI in social change

  -Nolan investigated whether social influence processes lead to reduction in energy consumption in a community. Messages were hung on people doors saying 'most people are trying to reduce energy usage, so should you.'

  -Found a reduction in energy usage as people conformed to what the majority were doing which was reducing energy.

  -High in ecological validity.
• Real life examples:

  -suffragette movement showed commitment, consistency and flexibility as they did a lot of protests and rallies to make their view aware to others. Gradual change happened and snowball effect has occurred meaning minority view has now become majority view.