Social Influence: Minority Influence

Question 1

What is minority influence?

Answer 1

A form of social influence in which a minority persuades others to adopt their beliefs, attitudes or behaviours.

Question 2

What study is used to show minority influence?

Answer 2

Moscovici (1969): ‘blue-green slide’ study

Question 3

What was the procedure of Moscovici’s study?

Answer 3

• 172 participants put into groups of 6. (3 participants, 2 Conf)
• Asked to state the colour of 36 slides.
• Consisted of 2 conditions. And a control group.

Question 4

What were the two conditions (Moscovici’s study)

Answer 4

Condition A: Confederates were CONSISTENT and called the slides green on all trials.
Condition B: Confederates were INCONSISTENT and called green 24, blue 12 times.

Question 5

What were the findings of Moscovici’s study?

Answer 5

• Control group (no conf) - only 0.25% of p’s reported any green slides.
• Consistent group: P’s answered ‘green’ in 8.42% of trials and 32% P’s said ‘green’ on at least one slide.
• Inconsistent group: P’s answer ‘green’ in 1.25% of trials

Question 6

What are conclusions from Moscovici’s study?

Answer 6

Minorities can influence majorities.

Minority influence is strongest when minority is consistent in their views. If inconsistent, they have less influence.

Question 7

What are the 3 processes in Minority Influence?

Answer 7

1. Cosnistency
2. Commitment
3. Flexibility

Question 8

Who found the 3 processes in minority influences?

Answer 8

Moscovici

Question 9

What is consistency? (Minority influence)

Answer 9

• Over time, the consistency in the minority’s views increases the amount of intrest from other people.
• Can make other people rethink their own views.

Question 10

What are the types of consistency?

Answer 10

• Synchronic Consistency

- Diachronic Consistency

Question 11

What is synchronic consistency?

Answer 11

Consistency between people in the minority.

Question 12

What is diachronic consistency?

Answer 12

Consistency over time

Question 13

What is commitment? (Minority influence)

Answer 13

Sometimes minorities engage in extreme activities to draw attention to their view.

Question 14

What is flexibility? (Minority influence)

Answer 14

The minority finds a balance between consistency and flexibility.
Nemeth argued that if a minority is seen as ‘too consistent’ they cause the majority to be unlikely to change their view.

Question 15

What does the 3 processes in minority influence lead to?

Answer 15

The process of change. The more people who ‘convert’ the faster the rate of ‘conversion’. Referred to as the Snowball Effect.