THE ROLE OF SOCIAL INFLUENCE PROCESSES IN SOCIAL CHANGE

Question 1

What is SOCIAL CHANGE and how does it happen?

Answer 1

• change in the social behaviour of a community
• when minority view challenges and takes place of majority view
• resist the pressure to conform
• usually a slow process to shift attitudes

Question 2

What are the roles of CONFORMITY and OBEDIENCE in causing social change?

Answer 2

• when minority initiates social change, comes a tipping point, majority now supports the change
• conformity happens
• people change public views to be accepted by majority

Question 3

What is research supporting the role of normative social influence in bringing social change?

Answer 3

• NOLAN ET AL (2007)
• places door hangers with messages on doors of San Diego residents
• one message stated that majority of neighbours were trying to conserve energy
• control group had message simply encouraging energy conservation
• only messages regarding neighbours usage significantly decreased energy consumption