S1W11-Minor Flashcards
Consistency motive (self concept motive)
Desire for coherence/favourable evaluation of self.
Cognitive consistency theories
Normative motive
Desire for good relations with others
Informational motive (accuracy motive)
Desire to be correct/understand something.
When it is emphasised MI is most powerful:
- Valuing of novel solutions
- Unexpected character of minority
- Lack of ulterior motive
Peripheral route processing (obstacle):
Less likely to process minority group arguments deeply
Motivated cognition – easy to dismiss challenging opinions
Consensus judgement
More likely to agree with the group you belong to, especially in uncertainty.
Obstacles to MI
Peripheral processing
Conflicting group norms
Social pressure
Consensus judgement
Conflicting group norms
My friend might hate me if I believe the minority
Genetic Model
Create change in society by creating conflict.
Success relies on: • Consistency • Investment • Autonomy • Balanced approach
Blue-Green study (Moscovici)
4 participants 2 actors
Shown blue slide.
Consistent:
• 8.4% usually said green
• 32% said green once
Inconsistent :
• 1.25% said green
Control: no confederates
• No one said green
Consistency increases minority influence.
Investment
Successful minorities demonstrate commitment to their positions.
Autonomy
Successful minorities are not seen as having an ulterior motive
Balanced approach
Inflexible = irrational and less credible
Minority must appear open minded.
Dual process model (1980)
Modification of genetic theory AKA conversion theory.
Majority influence is passive – takes little effort to go along with majority view.
Minority influence requires conversion – takes time and effort.
Compliance vs. Conversion
Majority: public compliance
Minority: private conversion
Validation process
Evidence from minority takes time to be considered.
Takes a while to produce attitude change.
Supported by intense cognitive processing (central persuasion).
Support from majority leaders is a key factor.
Maass and Clark (1988) LGBT
Heterosexuals more convinced by gay rights when it was delivered by a straight confederate.
Deviant ingroup member
Someone in your ingroup that holds a different opinion to the group.
Deviant outgroup members are also more persuasive (atypical of their group).
Social impact theory
Size of minority compared to majority is important.
Larger the minority, the more influence
Leniency contract
Rather than accepting the minority view, the majority may just tolerate it
Focal (direct) vs. peripheral (indirect) attitude change
Minority influence often changes views on peripheral, rather than focal, attitudes.
Change to the focal belief may come later.
Alvaro & Crano (1997)
Persuasive communication regarding a ban on gay soldiers has influence on gun control.
People began to think they didn’t believe other issues even though it didn’t change their views on the central one.
Indirect vs. Direct influence
Explicit arguments result in negative processing due to the low status of the minority group.
Indirect measures are not explicitly associated with the minority position, so do not suffer from this issue.
Boomerang effect
Poor attempts at minority influence can backfire, causing the recipient to align themselves against the minority position.
Active advocacy
Persuader aware of popularity of his opinion, and sets out to convince others.
Works better for minority influence (improves attention and argument quality).
