(NO AO1) social influences processes in social change

• social change through minority influence is very gradual

  role is limited as change (eg. suffragettes) rarely brought about quickly

  • strong tendency for humans to conform to majority - people more likely to maintain status quo than bring about change

  minority influence generally just creates potential for change
• being perceived as deviant limits influence of minorities

  members of majority don't want to be seen as deviant themselves

  • the message of the minority then has little impact as focus is on source of message (deviant minority) rather than the message itself

  to bring about change minorities also face challenge of not being seen as deviant
• social norms approach doesn't always work

  shown positive results in many settings (eg. reducing drink driving)

  DeJong et al

  • tested effectiveness of social norms marketing campaigns to drive down alcohol use in 14 college sites
  • despite normative info correcting misperceptions, not lower alcohol consumption

  doesn't always bring social change
• boomerang effect

  social norms interventions aimed at those with undesirable behaviour

  Schultz et al

  • more desirable behaviour people will also see
  • those who drink less than the norm for example may also see and receive normative message - increase own behaviour to be in line with the norm