SI - processes of social change (AO3)

Question 1

What’s a strength of the explanation that social change is achieved through NSI? - Supportive empirical evidence

Answer 1

===> Nolan et al (2008) found when people informed most residents trying to reduce energy usage, there were decreases in household energy usage. Increases validity of NSI as people changed to ‘fit in’

Question 2

What’s a limitation of the explanation that social change can be achieved through NSI? - Unintended consequences through boomerang effect

Answer 2

===> Schultz et al (2007) used messages to see how it influenced household energy conservation. Positive or negative effect depending on whether their energy usage was previously high or low. (When people using little energy told others weren’t, they used more). NSI shown to be more destructive

Question 3

What is a strength of the research into social change? - Change more likely to occur in real life

Answer 3

===> Bashir et al (2008) found people didn’t want to change to become more environmentally friendly despite knowing it was right as they didn’t want to be associated with ‘environmentalists’. Minority groups can avoid acting in stereotypical ways to help get message across successfully

Question 4

What’s a limitation of research into minority influence as a cause for social change? - Methodological issues with much of the evidence

Answer 4

===> Relies upon Asch, Milgram and Moscivici - lab experiments with low ecological validity meaning not as generalisable and don’t reflect real life. Real life social change is much more complex (more interacting variables)