Factors in Minority Influence

Question 1

What is minority influence?

Answer 1

A form of social influence that motivates individuals to reject established majority group norms. Achieved through the process of conversion, where majorities become gradually won over to the minority viewpoint. A type of Internalisation.

Question 2

What is consistency in relation to minority influence?

Answer 2

• If the minority have a consistent approach others reassess and consider more carefully, there must be a reason minority takes that position and remains confident
• minority take their position and remain confident over a period of time

Question 3

What is commitment in relation to minority influence?

Answer 3

Commitment is important because it suggests certainty, confidence and courage in the face of the majority - joining the minority has a greater cost to the individual

Question 4

What is flexibility in relation to minority influence?

Answer 4

• typically powerless compared to majority so must negotiate minority opinion rather then enforce it, listen to the opinions of others
• more effective then rigidity
• however if they are too flexible they come across as inconsistent

Question 5

Summarise Moscovici’s study into minority influence

Answer 5

A - to see whether a consistent minority of p’s could influence a majority to give an incorrect answer in a colour perception test.
P - 172 female Americans with good eyesight, 6 p’s two of which were confederates, asked to say colour of 36 slides, all of which were blue
F - consistent condition = 8.4% conformity, inconsistent condition = 1.3%

Question 6

Summarise the evaluation of minority influence

Answer 6

• research to support - moscovici -CA- estrocentric study - low generalisability
• alternative research - Maas found that homosexual (minority) rights were only improved when heterosexuals (majority) supported them
• explanation only considers situational factors
• practical applications - minority know which approach to take to be successful