Social Influence 2: Minority Influence

Question 1

what 4 things need to be present in order to create change? what theorist said this?

Answer 1

moscovici: 
consistency (overtime and between members)
investment (sacrifice)
autonomy (no ulterior motive)
rigidity (consistent but not dogmatic)

Question 2

what type of influence primarily induces compliances through comparison processes with low attention to the issue?

Answer 2

majority influence

Question 3

how does minority influence primarily induce change?

Answer 3

through cognitive conflict and restructuring through validation processes, high attention to the issue

Question 4

describe moscovici, lage and naffrechoux 1969 study

Answer 4

4 naive, 2 confeds
colour perception task - blue slides that varied in intensity
consistent condition = confeds call all slides green
inconsistent condition = confeds call 2/3 slides green and 1/3 slides blue
consistent = big increase in compliance from control group
inconsistent group = small increase

Question 5

what is the difference between systematic and heuristic processes?

Answer 5

systematic =minority influence, looking at the context and central features of the argument and evaluating whether we’re convinced by it
heuristic = majority influence, looking at the source of the message and the superficial features
these routes operate independently and can occur simultaneously

Question 6

what is the source context elaboration model?

Answer 6

martin and hewstone 2008
elaboration = thinking about the message
low elaboration = heuristic processing (favours majority)
high elaboration = systematic processing (favours neither)
intermediate elaboration = conversion theory (systematic processing of minority view)

Question 7

what is the self-categorisation theory?

Answer 7

turner
minority influence is most likely when:
-the minority is prototypical of the ingroup
-the minority is the least typical of the out group