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Social change
Definition of social change: When a society adopts a new belief or way of behaving. This then
becomes widely accepted as the norm.

Minority influence research: Moscovici `69

Re-run of Asch's study but in reverse.
Used female participants
2 confederates and 4 genuine participants in a group.

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Be acting on principle, not out of self interest
Have made sacrifices in order to maintain position (time)
Attention grabbing

Why do people yield to minority influence.

The snowball effect:

When the minority succeeds in attracting enough supporters, it is transformed into
the new majority at this point the people…


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