Minority influence Flashcards
What is minority influence?
Form of SI- small group rejects norms of majority+try to influence behaviour/beliefs of majority to move to their POV.
What are the 3 factors Moscovici claimed can affect how effective a minority will be at influencing the majority?
Consistency, commitment and flexibility.
Explain how these 3 factors can influence the majority.
Consistency= sticking w/ message+same views over time+across group - causes majority to rethink views
Commitment= show dedication by doing extreme acts to draw attention, majority then pay more attention causing them to consider minority’s view resulting in change- aka augmentation principle.
Flexibility= Minority can’t be rigid/stubborn in views- must be willing to compromise, adapt views+accept reasonable counter arguments.
Over time, what happens after these 3 factors?
Over time people=converted+switch from minority>majority - the more this happens-faster rate of conversion aka snowball effect- majority being influenced by minority’s view- more people joining conversion. Gradually, minority becomes majority and social change has occurred.
(AO3) Supporting research that shows consistency= major factor in minority influence?
Moscovici: Conducted study: p’s to decide whether slides=blue or green. When conf’s consistently agreed that all 36 slides=green-majority ml to agree. Similarly, Wood et al: Conducted meta-analysis-100 similar studies & found to be consistent=most influential. Both show consistent ideas lead to more conformity thus + as IVOT.
(AO3) Studies into MI have limited rl application because?
IRL- more variables affect MI apart from no’s. Moscovici: delivery of message will affect if person conforms yet irl-minorites:less power- affects how influential they are. - as DVOT. However- can argue minorities that show too much commitment will start to annoy ppl- don’t wan’t to associate/hv bad views due to annoyance.
(AO3) Studies lack mundane realism because?
Tasks involved in conformity studies= often artificial- Asch’s line judgement study, Moscovici’s coloured slide study- shows tasks lack mundane realism hence, more demand characteristics=likely to be shown-affects how accurate results are- QVOT +decreases credibility of the research- However high ctrl.
(AO3) Supporting research showing how MI causes internalisation?
Martin et al- gave p’s particular viewpoint & measured agreement. Then heard agreement from either maj/minority group- p’s:exposed to conflicting view & had their agreement measured again. Found: ppl less likely to change opinions if listened to minority. Suggests minority message=more deeply processed+had more enduring effect making them rethink beliefs- IVOT
