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How does influence by a minority differ from influence by a majority? In society norms are unconsciously followed by its members. Norms are unwritten rules of society that people conform to in order for society to function, without such norms members would do as they please and society would fall apart. Social psychologists have been interested in studying the processes involved in influencing members of society conform to such norms. They have been particularly interested in majority influences by large groups and society which has been the main focus of study in social psychology throughout the 1950s and 1960s, when it was mainly assumed that it is the majority that influence people to conform. However, since the late 1960s, social psychologist have realised that minorities such as small groups and individuals can also effectively influence majority views. A good example of this is environmental activist 'green peace', which was once considered...

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