FEATURE14 December 2018

Tip the balance

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Behavioural economics Features Impact

Is it possible to predict the point at which social change will occur? A new paper has found that a quarter of a population could be enough to overturn established conventions. By Katie McQuater

For years, social scientists have theorised that changes in social norms can occur because of small but committed groups of people pushing for change, and that established conventions can be overturned when a critical mass of opinion is ...