SOCIAL CHANGE

Social influence processes are central to social change, where minority groups challenge dominant norms and shift societal attitudes over time. Minority influence, as demonstrated by Moscovici (1969), shows that a consistent and committed minority can gradually persuade the majority. Social cryptoamnesia occurs when people adopt new views but forget their origins, while the snowball effect describes how small changes gain momentum until they become widespread. Real-world examples include civil rights movements and shifts in attitudes toward climate change, highlighting the power of conformity, obedience, and minority influence in transforming society.