Minority influence - A01 Flashcards
What is minority influence?
A form of social influence in which a minority of peoplel (sometimes just one person) persuades others to adopt their beliefs, attitudes or behaviours
Serge Moscovici was the first to identify the process of minority influence
What does minority influence involve?
It invloves convincing a majority that minority views are correct, leading to private and public change behaviour
* Changing to majority position = conformity
* Changing to a minority position = conversion
What are the aims of Moscovici (1964) study?
To investigate the effects of a consistent minority on a majority
What were the participants in Moscovici (1964) study?
172 Female students
What is the procedure of Moscovici (1964) study?
PPs in groups of six shown 36 slides, all varying shades of blue. Had to state colour of slide aloud. Two PPs were confederates who said “green” for every slide. In “inconsistent condition” confederates said blue for 12 out of 36 of the slides
What are the findings of Moscovici (1964) study?
Real PPs agreed on 8.42% of the trials. In inconsistent condition, real Pps only agreed on 1.25% of the trials. Control group 0.25%
What are the conclusions of Moscovici (1964) study?
Shows consistent minority is more effective than inconsistent minority’s consistency is an important factor in minority influence
What are the features of minority influence?
Consistency
Committment
Flexibility
Make someone stop and think about the minority view. It is this deeper thought processing that ogverns the process of conversion
What is consistency?
* Diachronic
* Synchronic
MI is more effective is the minority keeps the same beliefs, both over time (diachronic consistency) and between all individuals that make up the minority (synchronic consistency)
Why is consistency effective?
This is effective because a consistent minority repeatedly disrupts established norms and creates uncertainty, doubt and conflict
This can lead to majority taking the minority seriously
What is flexibility and how is it effective?
Relentless consistency might make the minority seem unbinding and unreasonable
Therefore MI is more effective is the minority show flexibility by accepting the possibility of compromise
What did Nemeth (1955) say anout flexibility?
If the minority can get the majority to discuss and debate the arguements that thye are putting forwards, influence is likely to be stronger
What is committment and how is it effective?
MI is more powerful if the minority demonstrates dedication to show their position by making personal sacrifices
This is effective because it shows that the minority is not acting out of self interest and helps attention to their view
What is the snowball effect?
Overtime, increasing numbers of people convert to the minority positions
The more this happens, the faster the rate if conversion
