minority influence Flashcards
What is meant by minority influence?
A type of social influence that motivates an individual to reject the established majority norms and follow the beliefs of the minority. Achieved through the process of conversion where people become gradually won over. It can be seen as a type of internalisation.
Explain consistency as a factor for achieving minority influence.
The majority will initially believe the minority opinion is wrong. If the minority is consistent, others will reassess the situation as they seem more confident.
Outline the study supporting consistency.
Moscovici(1969)
-Lab experiment
-32 groups of six women
-four real ppts, two confederates
-told it was an investigation into perception
-each group was shown 36 blue slides
-in the consistent condition, the confederates answered that the lines were green
-in the inconsistent, confederates said that 24 of the slides were green and 12 were blue
-answers were given verbally in the presence of the group
What did Moscovici find when studying consistency
-8.2% agreement with the minority in the consistent condition
-only 1.25% in the inconsistent condition
Explain commitment as a factor in achieving minority influence
Commitment is important because it suggests certainty, confidence and courage. Joining a minority involves a greater amount of sacrifice than being part of the majority, so showing commitment my make majority group members take them more seriously.
Outline the research supporting commitment
Kruglnski(2003) suggested that terrorism is a form of minority influence. The level of commitment terrorists demonstrate for their cause (e.g suicide bombing) is taken very seriously as it is the most extreme form of commitment. It may make people consider their cause more as it is obvious they re serious.
Explain flexibility as a factor in achieving minority influence
Minorities are typically powerless compared to the majority. They must negotiate their position in order to be successful. Being overly consistent with no flexibility can appear ridged. Being too flexible can appear inconsistent. A balance is needed between consistency and flexibility.
Outline the study supporting flexibility
Nemeth(1987)
-studied a situation where group members discussed the amount of compensation to pay someone in a ski lift accident
-confederate who offered an alternative amount and wouldn’t negotiate had no. effect on the rest of the group
-confederate who did compromise the alternative amount did have an influence on the group, but only if they compromised later as it did not appear as though they were ‘caving’
What are the evaluation points (strengths and weaknesses) of research into minority influence?
-research lacks ecological validity
-Nemeth(2010) argued it is rarely a result of conversion
