SOCIAL INFLUENCE Social Change Flashcards
Explain social change through majority influence - conformity
Environmental and health campaigners often use normative social influence
Social change is encouraged by drawing attention to what majority are doing
What are social norms interventions
Correcting any misperceptions of what the majority do/think
What did Zimbardo say
Obedience can be used to create social change by gradual commitment - once small instruction is obeyed it becomes much more difficult to resist bigger one
A03
Social change through minority influence is indirect and delayed
Nemeth - happens slowly if not at all. Influence of a majority more indirect and may not be seen for some time
Further - Mackie - majority influence creates deeper processing
TMB - shows that the effect of minority influence on social change are fragile
A03
Research support for effect of majority influence on social change
Nolan et al - hung messages from doors, first group = residents trying to reduce energy usage. Second group - save energy . Found significant decreases in energy usages in first group
Counter - Dejong et al -tested effectiveness of social norms marketing campaigns to drive down alcohol use among students
TMB - shows that conformity can lead to social change through the operation of normative social influence but gives mixed view as to the effectiveness of social norms marketing on social change
A03
Deviants and influence of minorities
Being perceived as deviant limits the influence of minorities. Members of majority may avoid aligning themselves with the minority position because they don’t want to be seen as deviant themselves
Further - Bashir et al - ps were less likely to be environmentally friendly because they didn’t want to be associated with stereotypical environmentalists
TMB - this would mean the message of the minority would have little impact because the majority’s focus would be the source of the message rather than the message itself
