Social change and social influence

• dissenters make social change more likely
• disobedient models make social change more likely
• gradual commitment leads to 'drift' - once a small instruction is obeyed it makes it difficult to resist a bigger one (people 'drift' into a new kind of behaviour).
• social cryptomnesia - refers to people having a memory that a change happened but not remembering how.
• limitation of this area of research - methodological issues with using artificial tasks (Moscovici, Asch, Milgram).