Minority Influence Flashcards
What is minority influence?
Where one person or a small group of people influence the behaviour and beliefs of other people. Can lead to internalisation.
What three things do the minority need to influence the majority?
Consistency
Commitment
Flexibility
What is consistency?
Synchronic - people in the minority all saying the same thing
Diachronic - people in the minority have been saying the same thing for a long time
Increases interest and makes people rethink their own views.
What is commitment?
Engaging in extreme activities to draw attention to the cause. Being put at risk demonstrates commitment.
Augmentation principle - increases the amount of interest further from the majority.
What is flexibility?
Nemeth says if the minority is seen as being inflexible and uncompromising then the majority will be unlikely to change and see the minority negatively. The minority need to be willing to adapt their view and accept reasonable counter arguments.
KEY STUDY - Moscovici et al
Aim - to investigate if the minority can influence the majority if they are consistent
Method - tested 32 groups with six women in each. Each group had 4 ppts and 2 confederates. They were told it was a colour perception test. They were shown 36 slides that wer different shades of blue and asked to state the colour.
Control condition - everyone gives correct answer
Inconsistent condition - two confederates answered green on 24/36 slides
Consistent condition - two confederates answered green on 36/36 slides.
Results - C1 0.25% answered green
C2 1.25% answered green
C3 8.42% answered green
Conclusion - Minorities can influence the majority but only when they are consistent.
What happened in Moscovici’s second variation?
Ppts were asked to write down answers rather than out loud and they were just as likely to conform which suggests internalisation and they genuinely believe it is green rather than blue.
Evaluation - Research into minority influence
Strength - evidence for consistency - Moscovici - However gynocentric
Weakness - other factors such as flexibility - Nemeth mock jury 3 ppt and 1 confederate compensation for ski lift vicitim. Flexibility = compromise. In real life majority has more power and status so in real life flexibility may not have the same importance.
Weakness - difference in out and in groups. 68 14 year old students attitudes towards loan pupils. View from school they did and didnt like. Whether you identify with the group or not impacts influence of minority. However culture bias as all UK all one school all same age
