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Conversion Theory: Serge Moscovici, “Toward a Theory of Conversion Behavior,” in Advances in Experimental Social Psychology, vol. 13, ed. Leonard Berkowitz (San Diego, CA: Academic Press, 1980), 209–39.
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Conflict Elaboration Theory: Juan Antonio Pérez and Gabriel Mugny, “The Conflict Elaboration Theory of Social Influence,” in Understanding Group Behavior: Small Group Processes and Interpersonal Relations, vol. 2, ed. Erich H. Witte and James H. Davis (Mahwah, NJ: Erlbaum, 1996), 191–210.
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Context/Comparison Model: William D. Crano, “Social Influence, Social Identity, and Ingroup Leniency,” in Group Consensus and Minority Influence: Implications for Innovation, ed. Carsten K. W. de Dreu and Nanne K. de Vries (Oxford, UK: Blackwell, 2001), 122–43.
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Source-Context-Elaboration Model: Robin Martin and Miles Hewstone, “Majority versus Minority Influence, Message Processing, and Attitude Change: The Source-Context-Elaboration Model,” in Advances in Experimental Social Psychology, vol. 40, ed. Mark P. Zanna (San Diego, CA: Elsevier, 2008), 237–326.
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Elaboration Likelihood Model: Richard E. Petty and Duane T. Wegener, “The Elaboration Likelihood Model: Current Status and Controversies,” in Dual Process Theories in Social Psychology, ed. Shelley Chaiken and Yaacov Trope (New York: Guilford Press, 1999), 41–72.
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they can better catalyze change: An exception to this: when outsiders possess specialized, exceptional skill sets, group members are more likely to listen to their messages. See Ben Goldacre, Bad Science: Quacks, Hacks, and Big Pharma Flacks (London, UK: McClelland & Stewart, 2010); Michael Shermer, Why People Believe Weird Things: Pseudoscience, Superstition, and Other Confusions of Our Time (New York: Henry Holt, 2002).
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the “four humours”: Noga Arikha, Passions and Tempers: A History of the Humours (New York: Harper Perennial, 2007).
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organic matter from corpses: Nicholas Kadar, Roberto Romero, and Zoltán Papp, “Ignaz Semmelweis: The ‘Savior of Mothers’: On the 200th Anniversary of His Birth,” American Journal of Obstetrics & Gynecology 219, no. 6 (2018): 519–22; Ignaz P. S. Semmelweis, The Etiology, Concept, and Prophylaxis of Childbed Fever, trans. K. Codell Carter (1859; Madison, WI: University of Wisconsin Press, 1983).
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the death rate plummeted to nearly zero: Theodore G. Obenchain, Genius Belabored: Childbed Fever and the Tragic Life of Ignaz Semmelweis (Tuscaloosa, AL: University of Alabama Press, 2016); Cailin O’Connor and James Owen Weatherall, The Misinformation Age: How False Beliefs Spread (New Haven, CT: Yale University Press, 2019).
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handwashing as standard protocol: World Health Organization, WHO Guidelines on Hand Hygiene in Health Care (Geneva, Switzerland: World Health Organization, 2009).
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publications to attack a single obstetrician: Ignaz P. S. Semmelweis, “Open Letters to Sundry Professors of Obstetrics,” 1861; Irvine Loudon, “Semmelweis and His Thesis,” Journal of the Royal Society of Medicine 98, no.12 (2005): 555.
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a sense of wonder and curiosity: Robin Martin and Miles Hewstone, “Majority versus Minority Influence: When, Not Whether, Source Status Instigates Heuristic or Systematic Processing,” European Journal of Social Psychology 33, no. 3 (2003): 313–30.
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statements that appear objective and verifiable: Wood et al., “Minority Influence,” 323–45.
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college admission officers: Daniel W. Gorenflo and William D. Crano, “Judgmental Subjectivity/Objectivity and Locus of Choice in Social Comparison,” Journal of Personality and Social Psychology 57, no. 4 (1989): 605; Gerd Bohner et al., “Framing of Majority and Minority Source Information in Persuasion: When and How Consensus Implies Correctness,” Social Psychology 39, no. 2 (2008): 108–16; William D. Crano and Katherine A. Hannula-Bral, “Context/Categorization Model of Social Influence: Minority and Majority Influence in the Formation of a Novel Response Norm,” Journal of Experimental Social Psychology 30, no. 3 (1994): 247–76.
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a “prevention” or “defensive” mindset: Andrew J. Elliot and Todd M. Thrash, “Approach-Avoidance Motivation in Personality: Approach and Avoidance Temperaments and Goals,” Journal of Personality and Social Psychology 82, no. 5 (2002): 804; Judith M. Harackiewicz et al., “Revision of Achievement Goal Theory: Necessary and Illuminating,” Journal of Educational Psychology 94 (2002): 638–45.
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jury members regard dissenters: Robert S. Baron and S. Beth Bellman, “No Guts, No Glory: Courage, Harassment and Minority Influence,” European Journal of Social Psychology 37, no. 1 (2007): 101–24.
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are then more receptive: Richard E. Petty et al., “Individual versus Group Interest Violation: Surprise as a Determinant of Argument Scrutiny and Persuasion,” Social Cognition 19, no. 4 (2001): 418–42.
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understand how scary it is: Leaf Van Boven, George Loewenstein, and David Dunning, “The Illusion of Courage in Social Predictions: Underestimating the Impact of Fear of Embarrassment on Other People,” Organizational Behavior and Human Decision Processes 96, no. 2 (2005): 130–41.
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In 1994, Duke University’s Dr. Wendy Wood: Wood et al., “Minority Influence,” 323–45.
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your consistent advocacy: When the last few minutes of an encounter are colored by mutual respect, this endpoint impacts people’s overall evaluation of whether it’s a smart idea to change. See Daniel Kahneman, “Evaluation by Moments: Past and Future,” in Choices, Values, and Frames, ed. Daniel Kahneman and Amos Tversky (New York: Cambridge University Press, 2000), 693–708; Daniel Kahneman, “A Perspective on Judgment and Choice: Mapping Bounded Rationality,” American Psychologist 58, no. 9 (2003): 697–720.
