Social influence - minority influence Flashcards
What is minority influence?
A form of social influence in which a minority persuade others to adopt their beliefs, attitudes and behaviors. Tends to lead to internalisation - private thoughts and public behaviour is changed
What are the 3 factors that increase the effects of minorities?
Consistency, commitment and flexibility
What does consistency mean?
The viewpoint of the minority stays the same throughout the campaign
Why does consistency have an effect?
The majority group sacrifice/question their own stance as the minority are so confident and incessant
What is diachronic consistency?
Consistency of ideas over time
What is synchronic consistency?
Where there is agreement and support among members of the group as everyone shares the same views
What is commitment?
Showing dedication to the cause, such as being willing to make sacrifices
What is the augmentation principle?
When members of the minority put themselves or are willing to experience danger in the name of their cause
Why does commitment/the augmentation principle have an effect?
It gives the minority’s message credibility as people are unlikely to be prepared to suffer for a cause which isn’t worthwhile
What does flexibility mean?
The minority are committed but prepared to adapt their point of view and accept reasonable and valid arguments
Why does flexibility have an effect?
If the minority adopt too rigid a position it can lead to the perception of the minority being dogmatic and narrow-minded - therefore people would be unwilling to try and change
When was Moscovici’s study?
1969
Moscovici (1969): Who was in the sample?
All female ppts. - put into groups of 6
Moscovici (1969): What was the procedure?
All shown 36 blue slides (differences in brightness of colour) - then asked if they were blue or green
- Consistent group - 2 confederates always said green
- Inconsistent group - 2/3 of the time 2 confederates said green
- Control group - no confederates
Moscovici (1969): What were the results?
- Consistent group - produced the most minority influence, with 8.42% of ppts. answering green
- Inconsistent - only 1.25%
- Control - only 0.25%
Moscovici (1969): What was the conclusion?
Minority can influence majority more when they’re consistent
What is meant by the snowball effect?
If the minority are consistent, committed and flexible, they will start to convert the majority. Members of majority will process message deeply and eventually change their position. Over time the minority view eventually becomes the majority’s views as members switch their position
