Minority influence Flashcards
What is minority influence?
A form of social influence where one or a small group of people (minority) change the beliefs and behaviours of the majority- leads to internalisation.
What was the Moscovici et al. (1969) study?
Aimed to investigate the effects of consistent minority on a majority. 172 female American ptpts were told they were taking part in an experiment on colour perception. all ptpts were tested to make sure they were not colour blind. Then placed in groups of six, consisting of two confederates. they were then shown 36 slides which were all sides of blue and asked to state the colour of each slide aloud. In condition A the two confederates were consistent with and called the slides green every time. In condition B the confederates were inconsistent and called the slides green 24 times and blue 12 times. There was only a control group of sic with no confederates. They found that 32% of all ptpts judged the slide to be green at least once. In condition A it was found that the consistent minority had an effect on the majority and answered in green 8.42% of the trials. In condition B the inconsistent minority only answered green 1.25% on the time. In the control group they called the slides green 0.25% of the time.
What are the three behavioural styles needed to enhance the influence of the minority?
Commitment, Consistency and Flexibility
What is commitment?
the degree in which members of the minority are dedicated to a particular cause or activity- the greater the commitment, the greater the influence.
What is consistency?
Majority influence is effective when the majority keeps the same belief, both overtime and between different members of the same minority group
What are the two types of consistency?
- Synchronic consistency- consistency between people within the minority
- Diachronic consistency- consistency overtime
What is flexibility?
Minority influence is effective when they show a willingness to compromise when expressing a position
What is the augmentation principle?
The more risky the actions the more commitment this demonstates- leaves the majority thinking “they mist really believe this if they are willing to to ‘this’”
What is the snowball effect?
The more people who ‘convert’ to the minority view the faster the rate of conversion
What are the two strengths of minority influence?
Research support for consistency- Moscovici et al. (1969) found that in a colour test where group A had two consistent confederates of six ptpts and B had two inconsistent confederates out of sic ptpts. In condition A it was found that the consistent minority had an effect on the majority and answered in green 8.42% of the trials. In condition B the inconsistent minority only answered green 1.25% on the time. In the control group they called the slides green 0.25% of the time. Wood et al. (1994) carried out a meta-analysis of almost 100 similar studies and found that minorities who were seen as being consistent were the most influential.
Counter- Moscivici’s study lacks external validity- identifying the colour of a slide in an artificial task and therefore does not reflect how minorities attempt to change the behaviour of majorities in real life.
Research support for flexibility- Nemith and Brilmayer (1987) created a simulated jury situation. They discussed how much reparations should be payed involving a skit lift incident.When the confederate put forward an alternative view and refused to change their position, this had no effect on the other group members. A confederate who comprised, and therefore showed some degree of shift towards the majority, did exert an influence on the rest of the group.
What are the two limitations of minority influence?
Minority influence is only surface level- Nemeth (2010) claims it is still difficult to convince people of the value of descent. People except the principal only on the surface (they appear tolerant), quickly become irritated by dissenting view that persists also fear creating a lack of harmony within the group welcoming descent will be made to fear repercussions, such as being ridiculed by being associated with a deviant point of you.
Counter- has been some evidence which suggests that minority influence does actually need to internalisation, rather than an on the surface acceptance. In a variation of Moscovicii study participants were allowed to write their answers down, so their responses were private, rather than stated aloud. They found that private agreement with them in a minority position was greater in the circumstances. It appears that members of these majority were being convinced by the minorities argument and changing their own views.
Limited world applications- search studies have made it clear and obvious distinction between the majority and the minority. However, real life social influence situations are much more complicated than this. There is more involved in the difference between a minority and majority than just numbers. For example, majority is usually have a lot more power in status than minorities. The minorities are more committed to their causes in real life as they often faced a very hostile opposition. They controlled conditions in which research investigating majority and minority influence are based on do not accurately encompass the complex circumstances in which social influence occurs in every day life.
What is social change?
Occurs when IT, or section of society, adopt a new belief or behaviour which then becomes widely accepted as the norm
Arthritis of social influence that could lead to social change?
- conformity
- obedience
- Minority influence
