Conversion Theory Flashcards
who came up with conversion theory?
Moscovici
when did Moscovici come up with conversion theory?
1980
what does conversion theory suggest?
the majority and minority influence are different processes
Majority Influence: people compare their behavior to the majority
and change their behavior to fit in without considering the majorities views in detail
Majority Influence: majority influence involves
compliance
Majority Influence: compliance
it doesn’t always cause people to change their private feelings, just their behaviors
Minority Influence: when a minority is consistent
people may actually examine the minority’s beliefs in detail because they want to understand why the minority sees things differently
Minority Influence: this can lead to people
privately accepting the minorities view - they convert to the minorities position
in his conversion theory, Moscovici described the
factors that he thought enabled minority influence to happen
the factors that enabled minority influence to happen are
consistency which shows commitment
initially, minorities views can be seen
as wrong because they don’t match up with what’s considered the norm
by being the consistent
the minority group shows that it has a clear view which it’s committed to and isn’t willing to compromise
by being different, this creates
conflict
what is the validation process?
when you’re faced with a consistent minority you have to seriously consider whether they might be right and not acting out of self interest
there is no reason to
dismiss the minority view
