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 PRINCIPLES FOR PROMOTING SOCIAL CHANGE
Effective Strategies for Influencing Attitudes and Behaviors
NEIL WOLLMAN, MARGARET LOBENSTINE, MARIA FODERARO, STEPHEN STOSE
THE SOCIETY FOR THE PSYCHOLOGICAL STUDY OF SOCIAL ISSUES

INTRODUCTION

Clearly there are many wrongs in the world that need to be righted, and it will take more than today’s number of active and concerned people to accomplish that goal. In order to bring about particular change, effective strategies for influencing the attitudes and behaviors of others are necessary. Fortunately, this work does not need to be done in a vacuum as psychologists and others at work in the field have identified key principles that influence such change.
The general principles outlined in this booklet have been established from research and experience in laboratory and real life settings, involving diverse areas such as education, business, environmental behavior, and public health, as well as direct application to political change. This does not automatically ensure success in their application, as people are different and situations vary. However, if you apply ideas prudently, creatively, and in combination, they will indeed help you move closer to your goals.
In fact, activists in many areas and over many years have been creatively and successfully applying many of these principles intuitively, though not always as extensively or as systematically as they might. This booklet will introduce many of these ideas and, in order to help make them more useful, each will be illustrated with concrete and actual examples of their application.
Choose and apply the following ideas that best suit your particular situation (viz., the cause you represent, your audience, the dynamics of your group, etc.). There is no need to apply all the ideas in any given situation. Utilizing the most appropriate and fitting ideas will require time, brainstorming, practice, setting objectives and strategies to get there, and regularly evaluating your progress. Your objectives and strategies should be determined by a) the nature and the causes of the particular political situation you are trying to address, b) who or what you must influence to make the needed changes (do some research), and c) the resources or allies you already possess.
THE FOUR-STEP METHOD
I. Open the Door
Accessibility
Listening and Learning
II. Meet Each Other
Traits
Commonality With Your Audience
Actions Speak Louder than Words
Appeal
Strategy
III. Talk To Each Other
Presentation
National Symbols
Being Consistent
Appeal to the Emotions
Integrity		 IV. Work Together For Change
Encouragement
Proper Training
Demonstration
Public Commitment
Positive Reinforcement
Structure and Support
Active Participation

CONCLUSION

APPENDIX

48 Ways to Get Out Your Message

Continua >>>>>
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