Minority Influence - Moscovici Flashcards
1
Q
Minority Influence
A
- Form of internalisation
- When a small group persuades others to adopt their beliefs, attitudes, or behaviours
2
Q
How is minority influence made effective?
A
- Consistency
- Commitment
- Flexibility
3
Q
Consistency
A
- Need to keep same beliefs over time and members need shared beliefs
- Groups with simple, clear, and consistent message are the most influential
- eg. UKIP argued Brexit for 25 years
4
Q
Commitment
A
- Need to show dedication and that they’re not in it out of self-interest
- Shows confidence - joining minority group can be a difficult choice, so members often very committed
- eg. The Suffragettes
5
Q
Flexibility
A
- Need to accept possibility of compromise and valid counter-arguments
- Flexible negotiation more persuasive than repetition
- eg. Minority jurors more effective when repeating opposition messages and discussing compromise
6
Q
Moscovici et al (1969): Experiment Information
A
- Aim: show importance of consistency and commitment for minority influence
- Hypothesis: Percentage of worng answers (due to ISI) will be significantly higher with consistent minority over inconsistent minority
- Sample: All-female, all-Italian
7
Q
Moscovici et al (1969): Procedure
A
- 4 participants, 2 confederates per group
- Eye test carried out on all
- Blue slides shown, confederates say green for every one (consistent) or 66% of the time (inconsistent)
- Control: confederates answer truthfully
8
Q
Moscovici et al (1969): Findings & Conclusion
A
- Consistent minority: 8% change opinion to support minority
- Inconsistent minority: 1.5%
- 6.5x increase between groups
- Control group: 0.01%
- Consistency/commitment significantly increase minority’s social influence
9
Q
Moscovici et al (1969): Variation
A
Writing down answers privately: Appears that majority were persuaded by minority argument and changed their views but were reluctant to admit this publicly
