Social Change Flashcards
what are behavioural choices often referred to
group norms - normative social influence
what is the social norms approach
if people perceive something to be the norm they tend to alter their behaviour to fit that norm
who came up with the social norms approach
perkins and berkowitz
what is the perceived norm
what people think others believe and do
what is the actual norm
the real beliefs and actions of a group of people
is behaviour based on the perceived or actual norm
perceived
what is a gap between perceived and actual norm called
misperception
what are social norm interventions
ways of challening misperceptions
how do social norm interventions start
by identifying a widespread misperception relating to a specified risky behaviour
by what means are misperceptions tackled
perception correction strategies
how do perception correction strategies tackle misperception
communicating the actual norm regarding a particular behaviour to a target population - using advertising
what are the five stages to conversion
- drawing attention to an issue
- cognitive conflict
- consistency of position
- augmentation principle
- snowball effect
what is stage one of conversion
drawing attention to the issue
what is stage two of conversion
cognitive conflict
what is stage three of conversion
consistency of position
what is stage four of conversion
augmentation principle
what is stage five of conversion
snowball effect
describe stage 1 of conversion (drawing attention to an issue)
bringing the majority’s focus to the view of the minority creates a conflict they are motivated to reduce
describe stage 2 of conversion (cognitive conflict)
creating a conflict between the views of the majority and the minority to get majority group members to think deeply about challenging views
describe stage 3 of conversion (consistency of position)
if the minority ensures their views are consistently being upheld they become more persuasive
describe stage 4 of conversion (augmentation principle)
if a minority appears willing to suffer for their views they are seen as more committed and the view they are promoting is taken more seriously
describe stage 5 of conversion (snowball effect)
minority influence starts small but as more and more people accept their view it spreads until it reaches a ‘tipping point’ at which the view leads to wide scale social change
what is social cryptoamnesia
widescale social change
