Social Influence and Social Change

The special role of minority influence

• Minority influence is powerful force for innovation and social change.
• Example - civil rights movement in the USA.

Lessons from conformity research

• Normative social influence can lead to social change by drawing attention to what majority is doing.

Lessons from obedience research

• Disobedient role models.
• Gradual commitment is how obedience can lead to change.

Research support

• NSI valid explanation of social change e.g. reducing energy consumption (Nolan et al.).

Only indirectly effective

• Effects of minority influence are limited because they are indirect and appear later (Nemeth).

Role of deeper processing

• It is majority views that are processed more deeply than minority views, challenging central feature of minority influence.

Evaluation extra

• Barriers to social change
• Methodological issues