Minority Influence Flashcards
What is minority influence?
A form of social influence where members of the majority group change their beliefs or behaviours as a result of their exposure to a persuasive minority
Name the 3 factors that enhance the influence of the minority
Commitment, Flexibility and Consistency
Define commitment
The degree to which members of a minority are dedicated to a particular cause or activity – the greater the commitment, the greater the influence
What is the augmentation principle?
The riskier the action, the more commitment this demonstrates. This is because it shows they are not acting out of self-interest, they truly believe in their view.
Define flexibility
Minority influence is effective when they show a willingness to compromise while expressing a position. This makes them seem more reasonable, co-operative and considerate, making their argument more appealing.
What is the snowball effect?
The more people who ‘convert’ to the minority view the faster the rate of conversion
Define consistency and name the two types
Minority influence is effective when the minority keeps the same beliefs.
Synchronic and diachronic
Outline the two types of consistency
Synchronic - consistency between people in the minority.
Diachronic - consistency over time
Name and outline the study that shows support for consistency influencing the majority
Moscovici et al. (1969)
172 female, American participants were tested to ensure that they were not colour blind. In groups of 6 (2 were confederates) participants were asked to state the colour of 36 slides – all of the slides were different shades of blue. In condition A – confederates were consistent and called the slides green on all trials. In condition B – the confederates were inconsistent and called the slides green 24 times and blue 12 times
When they were in a group where confederates consistently gave wrong answer (called slides green) participants answered ‘green’ in 8.42% of trials compared to 1.25% of trials in inconsistent group. In the control group, less than 1% reported any green slides.
2 Strengths of minority influence and one counter
Research support for consistency:
Moscovici et al (1969).
COUNTER - Moscovici lacks mundane realism and thus ecological validity as it was an articial task.
Research support for flexibility:
Nemeth and Brilmayer (1987) created a simulated jury who had to discuss amount of compensation to be paid to a victim of an accident. When a confederate put forward an alternative point of view and refused to change, they had no effect on other members. A confederate who compromised did exert an influence on the rest of the group.
2 Limitations of minority influence and one counter
Only leads to superficial acceptance. Surface level explanation. Nemeth (2010) claims it is still difficult to convince people of the value of dissent. People accept the principle only on the surface (they appear tolerant), but quickly become irritated by a dissenting view that persists. They may also fear creating a lack of harmony within the group by welcoming dissent or be made to fear repercussions, such as being ridiculed by being associated with a ‘deviant’ point of view. COUNTER - Evidence has suggested that minority influence actually leads to internalisation. In a variation of Moscovici’s study, participants allowed to write answers down so responses were private but they still found agreement with the minority to be greater. Appears that the majority were convinced by the minority and changed their views.
Limited real-world application:
Research studies make a clear distinction between a majority and minority but in real life it is more complicated than this. There is more involved in the difference between a minority and a majority than just numbers. For example, majorities usually have a lot more power and status than minorities. Minorities are more committed to their causes in real life as they often face a very hostile opposition. The 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 everyday life.
