evaluation minority influence

Question 1

research support for consistency

Answer 1

• moscovici
• supports the view that minorities can be influential, but that a lack of consistency reduces the influence of the minority.
• wendy wood et al carried out a meta-analysis of almost 100 studies and found that minorities who were consistent were the most influential

Question 2

research that challenges consistency

Answer 2

Nemeth et al (1987) used a simulated jury situation where group members discussed the amount
of compensation to be paid to someone involved in a ski-lift accident. When a confederate put forward an
alternative point of view and refused to change his position, this had no effect on the other group members.
A confederate who compromised, and therefore showed some degree of a shift towards the majority, did
exert influence over the rest of the group. This supports the view that consistency without flexibility is
unlikely to lead to a minority being influential.