Social Influence processes in social change

Question 1

Social change

Answer 1

occurs when a society or section of society adopts a new belief or way of behaving which then becomes widely accepted as the norm

Question 2

Social Norms Interventions

Answer 2

attempt to correct misperceptions of the normative behaviour of peers in an attempt to change the risky behaviour of a target population

Question 3

Social Change through minority influence

Answer 3

• Drawing attention to an issue
• Minority creates a conflict between minority and majority position
• Minorities more influential when they express their views constantly
• Augmentation principle - minorities more influential if they suffer for their views
• Snowball effect - an initial small effect spreads more widely until it reaches a ‘tipping point’

Question 4

Social Change through majority influence

Answer 4

• If people perceive something as a norm, they alter their behaviour to fit the norm
• correcting misperceptions about ‘actual’ norms using social norms interventions
• E.g Most of us dont drink and drive campaign
• Resulted in a drop of drink and driving by 13.7%