1.9 Social Influence | Minority Influence Flashcards
What is minority influence?
A form of social influence in which a minority of people persuades others to adopt their beliefs, attitudes or behaviours. Leads to internalisation.
Who is the key psychologist?
Moscovici
What are the three factors of minority influence?
Commitment. Consistency. Flexibility
What is consistency?
Keep the same beliefs, both over time and between the individuals that form the minority
Why is consistency effective?
Draws attention to the minority view by making people rethink their views
What is commitment?
Dedication to the position by making personal sacrifices
Why is commitment important?
Shows that the minority is not acting out of self-interest
What is the augmentation priciniple?
Doing something dangerous that puts you in danger for the minority view which will draw attention to it
What is flexibility?
The minority accepts the possibility of compromise
Why is flexibility important?
Relentless consistency can be counter-productive if it is seen by the majority as unbending and unreasonable
Who came up with flexibility as a factor for minority influence?
Nemeth
Why are these three factors important?
They make people think about the minority’s view
What is the process whereby people convert from the majority view to the minority view?
Due to deeper processing
How can conversion happen faster?
The more deeper processing happens
What is the snowball effect?
The more deeper processing happens, the faster the rate of conversion
