Lesson 11: Minority Influence

Question 1

What is Minority Influence?

Answer 1

• When small, persuasive groups/individuals change the way the majority behaves/thinks

Question 2

What is Conversion?

Answer 2

• When individuals change their private beliefs because of minority influence

Question 3

When are Minority Influence groups most likely to be convincing?

Answer 3

• When they are COMMITTED
• e.g demonstrations of their dedication by making sacrifices/taking risks, shows the minority isn’t acting out of self interest
• When they are CONSISTENT
• e.g minority repeatedly give the same message over time, makes the majority reassess beliefs and consider the issue more carefully
• When they are FLEXIBLE
• e.g a minority show they are willing to listen to other viewpoints, makes majority take their argument more seriously

Question 4

What is the Snowball Effect?

Answer 4

• The minority influence initially has a small effect.
• It spreads as more people are converted to the minority viewpoint
• It reaches a tipping point where the minority becomes the majority

Question 5

What is Social Crypto-amnesia?

Answer 5

• When individuals are unaware of where a new idea originated from
• Minority influence is a slow process and may be unconscious

Question 6

Evaluation of Minority Influence (+)

Answer 6

• Moscovici (1969) told 172 female participants they were in a colour perception task
• They were put in groups of 6, 2 of whom were confederates, and were shown 36 slides of the colour blue
• The participants had to say what colour the slide was
• In consistent condition, confederates said all slides were green. Participants were swayed 8.2% of the time
• In inconsistent condition, confederates said 24 slides were green and 12 were blue. Participants were swayed 1.25% of the time
• A consistent minority is more effective than an inconsistent minority

Question 7

Evaluation of Minority Influence (-) (What’s wrong with the experiment?)
Sample, Methodology, Ethics

Answer 7

SAMPLE:
- Gender bias (beta bias), only women 
- Cultural bias, only Americans
METHODOLOGY:
- Ecological Validity (conducted in lab, students don’t know each other and will probably never meet again)
ETHICS:
- Deception (taking a colour perception test)
- Lack of Informed Consent 
Pros: 
- Valid results 
- No demand characteristics