Minority Influence

Question 1

Minority influence

Answer 1

One person or small group influence beliefs and behaviours of other people

Question 2

Consistency

Answer 2

Minority must be consistent in their views

Question 3

Commitment

Answer 3

Minority must demonstrate commitment to their cause of views. Can be extreme activities- augmentation principle.

Question 4

Flexible

Answer 4

Minority influence must adapt their point of view- accept counter arguments.

Question 5

Snowball effect

Answer 5

As more people switch, faster rate of conversion.

Question 6

Strength- research

Answer 6

Moscovici et al blue/ green slide study showed that a consistent minority opinion had a greater effect on changing the views of other people than an inconsistent opinion.

Wood et al carried out a meta-analysis of almost 100 similar studies and found that minorities who were seen as being consistent were most influential.

Question 7

Strength-support- deeper processing

Answer 7

Change in majority’s position does involve deeper processing of minority’s ideas.

Martin et al (2003) presented a message supporting a particular viewpoint and measured participants agreement. One group then heard a minority group agree with the initial view while another heard a majority group agree. Participants finally exposed to a conflicting view and attitudes were measured again. People were less willing to change their opinions if they had listened to a minority group than majority. Suggests minority message had been more deeply processed.

Real world social influence situations are much more different.

Question 8

Limitation- artificial tasks

Answer 8

Moscovici et al task of identifying colours of a slide . Lack real life situations. Lack external validity

Question 9

Females

Answer 9

Moscovici used only females- not generalisable