minority influence - evaluation

Question 1

moscovici demonstrates the importance of consistency

Answer 1

• Moscovici et al (1969) found a consistent minority opinion had a greater effect on other people than an inconsistent opinion
• Wood et al (1994) conducted a meta-analysis of almost 100 similar studies and found that minorities seen as being consistent were the most influential

Question 2

Applications of minority influence research are limited

Answer 2

• Studies make a clear distinction between majority and minority, but real-life situations are more complicated.
• Majorities usually have power and status.
• Minority influence research rarely reflects the dynamics of these groups so findings may not apply to real-life minority influence situations

Question 3

Minority influence research often involves artificial tasks

Answer 3

• Moscovici’s study - critics have suggested that getting people to persuade others that blue is green is not really something that happens in everyday life.
• Findings of studies lack external validity and are limited in what they tell us about how minority influence works in real-life situations.

Question 4

Research supports the involvement of internalisation in minority influence

Answer 4

• Moscovici varied his study: Ps wrote their answers down, so their responses were private. Agreement with the minority was greater.
• This shows that internalisation took place - members of the majority had been reluctant to admit their ‘conversion’ publicly.
  ➢ This shows people may be influenced by the minority but don’t admit it.

Question 5

Research evidence shows change to a minority position involves deeper thought

Answer 5

• Martin et al (2003) gave Ps a message supporting a particular viewpoint and attitudes measured. They then heard a view from either a minority or a majority. Finally, they heard a conflicting view.
• People were less willing to change their opinions to the new conflicting view if they had listened to the minority group than if they listened to the majority group.
  ➢ This suggests that the minority message had been deeply processed and had a more enduring effect.