Social Influence -> Minority Influence

Question 1

Minority Influence

Answer 1

Minority influence occurs when very persuasive small groups, or even individuals, change the way the majority behaves and thinks. Moscovici considered minority influence to lead to conversion (when individuals change their private beliefs and views because of minority influence).

Question 2

Minority Influence is most convincing when the group is…

Answer 2

• Committed
• Consistent
• Flexible

Question 3

Strengths of minority influence

Answer 3

• Nemeth and Brilmayar studied the role of flexibility in a simulated jury situation.
• Confederate put forward an alternative point of view
• No effect on the other group members
• Confederate compromised, the group were influenced by them
• Flexibility rather than a lack of consistency

Nolan
- Most residents were trying to reduce their energy usage
- The group that referred to others has a decrease in energy usage

Wood et al. carried out a meta-analysis
- Minorities who were seen as being consistent were the most influential

Question 4

Weaknesses of minority influence

Answer 4

• Laboratories and use artificial tasks
• Low ecological validity
• The tasks used to measure minority influence are trivial compared to real-life struggles

Question 5

Social Change

Answer 5

Social change is when whole societies change and adopt new attitudes, beliefs or behaviours. It occurs through minority influence processes e.g. snowball effect

Social change begins when the minority view challenges the majority view and is eventually accepted by the majority.