Minority Influence

Question 1

What is minority influence?

Question 2

Explain the quality of consistency

Answer 2

• A minority group is more influential if all members maintain the same message over time
• A consistent stance makes it harder for the majority to ignore and signals that an alternative viewpoint exists
• Without consistency, the majority is less likely to take the minority seriously

Question 3

Explain the quality of commitment

Answer 3

• Minorities sometimes engage in extreme or risky actions to draw attention to their cause
• Such actions, involving self-sacrifice, demonstrate dedication, making the majority more likely to pay attention
• This effect is known as the “augmentation principle”

Question 4

Explain the quality of flexibility

Answer 4

• The minority must not be too rigid in their argument because this can be seen as negative, that they are too narrow-minded and inflexible
• This is off putting to the majority and unlikely to result in conversions to the minority position
• Instead minorities should be prepared to adapt their point of view and accept reasonable and valid counter argument

Question 5

What is the snowball effect?

Answer 5

• When a minority is consistent, committed, and flexible, it can lead to the snowball effect, where over time, increasing numbers of people shift from the majority view to the minority view
• Gradually, the minority view becomes the new majority view and change has occurred
• They have internalised the minority’s position

Question 6

What are evaluation points for Minority Influence?

Answer 6

• Supported by Moscovici et al (+)
• Supported by Nemeth et al (+)
• Real Life Examples (+)

Question 7

Explain the evaluation point ‘Supported by Moscovici et al’

Answer 7

• A strength of the theory that consistency increases minority influence is that is supported by Moscovici et al’s research
• In Moscovici et al’s study a group of six people were asked to view a set of 26 blue slides with varying intensities. In each group there were two confederates who consistently said all the slides were green. The study showed that a consistent minority opinion had a greater effect on changing the views of the participants than an inconsistent condition
• This is a strength as this study demonstrates consistency is a factor which is important for when a minority is trying to influence a majority
• Therefore giving support to the claim that consistency is influential in minority influence

Question 7

Explain the evaluation point ‘Supported by Nemeth et al’

Answer 7

• A strength of the theory that flexibility increases minority influence is that it is supported by Nemeth et al’s research
• Nemeth et al simulated a jury situation whereby group members discussed the amount of compensation to be paid to someone in a ski-lift accident. When a confederate put forward an alternative view and refused to change his position, this had no influence on the rest of the group. However, influence was only evident in those who shifted late in negotiations, showing flexibility, rather than those who shifted earlier, perceived as having ‘caved in’ to the maority
• This is a strength as this study suggests that flexibility does play a role in minority influence but that it is only effective at changing the majority opinion in certain circumstances
• Therefore giving support to the claim that flexibility is influential in minority influence

Question 8

Explain the evaluation point ‘Real Life Examples’

Answer 8

• A strength of minority influence is that the processes of consistency, commitment and flexibility can be seen in real life examples
• In 1955 Rosa Parks refused to give up her bus seat to a white passenger. She was arrested and fined, but her act of defiance drew attention to her view, and she began a movement that ended legal segregation in America. Her sacrifice of freedom and money showed commitment to the cause. The movement also demonstrated consistency by maintaining their message over time, as seen in the 381-day Montgomery bus boycott
• This is a strength because it demonstrates that engaging in activities that present some risk by the minority, commitment, does influence the majority view. It also demonstrates that having the same message over time, consistency, also does influence the majority view
• Therefore providing real life evidence for the augmentation principle of consistency and commitment in minority influence