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Social Influence and Social Change (ROLE OF MINORITY INFLUENCE (Animal…
Social Influence and Social Change
ROLE OF MINORITY INFLUENCE (Animal rights)
Drawing attention
Clothes and makeup brands displayed large campaign images showing they didn't test on/use animals.
Consistency
Lots of public debates about the treatment of animals
Lots of people involved
Snowball effect
As more countries introduced laws others followed their idea.
Augmentation principle
(not really happened in this area yet but may occur in the future)
Deeper processing
Due to the large campaigns many people realised what was happening and agreed with animal cruelty laws.
Cryptomnesia
Clearly been a change in how people see animal rights but people don't have memories of what led to the change.
CONFORMITY RESEARCH
The effect of a confederate shown in Asch's research can break the majority's power.
Potentially lead to social change.
Environmental and health campaigns appeal to NSI
Give info on what others are doing.
Social change is encouraged by drawing attention to what majority are doing.
OBEDIENCE RESEARCH
Milgram's research
Importance of disobedient role models
Teach refusing to give learner shock variation
Obedience rates dramatically decreased.
Zimbardo's research
Obedience can be used to grant social change
Gradual commitment
Once small instruction is obeyed, makes it harder to resit bigger one.
EVALUATION
Research support
Study whether social influence processes led to a reduction enrgy consumption a community.
Messages on front doors of houses in California.
Main message - most residents trying to reduce energy consumption.
Different message - asked them to save energy.
Significant decreases in energy of those with main message.
Shows conformity can lead to social change through normative influence
Role of deeper processing
Majority influence involves more deeper processing if we don't share their views.
Like to believe others share the same view as us
We eventually find out the majority doesn't always believe in the same things as us.
Think long and hard to why they believe in what they believe.