Minority Influence Flashcards
Moscovici et al
Investigated the effects of a consistent minority on conformity. Participants were split into groups of 4 participants and 2 confederates and were shown slides of 36 shades of blue and asked to identify the colour, they were put into 1/2 conditions. Group 1- the confederates said said they were all green, Group 2- the confederates answered green 24 times and blue 12 times.
8.42% said the slides were green with a consistent minority
1.25% with an inconsistent minority
32% judged the slide to be green at least once
Why do people yield to minority influence
Group membership Consistency The snowball effect Internal locus of control Sacrifices
Group Membership
If the message comes from a group you identify with as being positive then they are more likely to be listened to. Doctors are admires and respected so are important in spreading the message about smoking.
Consistency
If the minority message is consistent more people will listen to it. Doctors have a consistent message about the problems with smoking, because the message is consistent it is clearer and people are more likely to believe in it.
The snowball effect
Once the message has begun adoption followers through informative social influence the the change has been internalised more followers will be picked up as the message becomes popular. Once the minority turns to a majority more people will join through normative social influence as well as informational.
Internal locus of control
The majority of people tend to want to conform or obey as it helps to avoid conflict however those with internal locus of control think for themselves and are more likely to take control of their own actions.
Sacrifices
If the minority are showing that they are prepared to give up something to prove their point is correct then they will further emphasise their beliefs. Rosa Parks knew that refusing to give up her seat would get her put in jail which made people believe that what she was doing was correct.
