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There are three processes of attitude change as defined by Harvard psychologist Herbert Kelman in a 1958 paper published in the Journal of Conflict Resolution. [1] The purpose of defining these processes was to help determine the effects of social influence: for example, to separate public conformity (behavior) from private acceptance (personal belief).
If the new information/opinions garnered from the minority are validated, this may sway the majority and lead to more long lasting changes than changes occurring via comparison processes. This is because validation leads to private acceptance, whereas comparison processes result in direct influence as members publicly comply.
This type of conformity recognizes that behavior is not always consistent with our beliefs and attitudes, which mimics Leon Festinger's cognitive dissonance theory. In turn, conversion, otherwise known as private acceptance or "true conformity", involves both publicly and privately agreeing with the group's decision. In the case of private ...
A power strategy that ultimately leads to private acceptance and long-lasting change (for example, information power) may be difficult to implement, and consume considerable time and energy. In the short term, complete reliance on information power might even be dangerous (for example, telling a small child not to run into the street unattended).
Minority influence, a form of social influence, takes place when a member of a minority group influences the majority to accept the minority's beliefs or behavior.This occurs when a small group or an individual acts as an agent of social change by questioning established societal perceptions, and proposing alternative, original ideas which oppose the existing social norms. [1]
The need for a positive relationship with the people around leads us to conformity. [4] This fact often leads to people exhibiting public compliance—but not necessarily private acceptance—of the group's social norms in order to be accepted by the group. [5] Social norms refers to the unwritten rules that govern social behavior. [6]
The Asch conformity experiments are often interpreted as evidence for the power of conformity and normative social influence, [18] [19] [20] where normative influence is the willingness to conform publicly to attain social reward and avoid social punishment. [21]
Functional theories: Widely used approaches like Kouzes & Posner's Five Leadership Practices model and Adair's Action-Centered Leadership theory assume that once the leader understands – and has been trained in – the required leadership behaviors, he or she will apply them as needed, regardless of their personality. However, as with the ...