If the resistance to change depends partly on the value which the group standard has for the individual, the resistance to change should diminish if one diminishes the strength of the value of the group standard or changes the level perceived by the individual as having social value.
This second point is one of the reasons for the effectiveness of “group carried” changes’ resulting from procedures which approach the individuals as part of face-to-face groups. Perhaps one might expect single individuals to be more pliable than groups of like-minded individuals. However, experience in leadership training, in changing of food habits, work production, criminality, alcoholism, prejudices, [calling balls and strikes,] all indicate that it is usual easier to change individuals formed into a group than to change any one of them separately. Kurt Lewin
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