Social Influence and Social Change

Question 1

What are lessons of social change from minority influence?

Answer 1

• drawing attention
• consistency
• deeper processing (Nemeth)
• augmentation principle (risk takers)
• snowball effect
• social cryptomnesia (having no memory of change)

Question 2

What are lessons of social change from conformity research?

Answer 2

• Asch’s unanimity research showing resistance to conformity and social influence
• normative social influence that highlights what the majority are actually doing e.g. with litter

Question 3

What are lessons of social change from obedience research?

Answer 3

• Milgram’s disobedient confederate variation of his study showing resistance to obey
• Zimbardo suggested that social change can come about through gradual commitment and when one small instruction is obeyed it becomes more difficult to resist a bigger one