Social Influence: Minority influence AO1 Flashcards
What is minority influence?
It is a form of social influence in which a minority of people persuade others to adopt their beliefs, attitudes, or behaviours.
What does minority influence lead to?
Leads to internalisation, in which private attitudes are changed as well as public behaviours.
What is Moscovici’s study about?
- Focused on understanding social change
- Tested whether a consistent minority can influence a majority
What were participants given in Moscovici’s study?
- Participants were shown a series of 36 blue colored slides
KEY CHARACTERISTIC
What is consistency?
When the minority keeps the same beliefs both over time and between all the individuals that form the minority.
Why is consistency important?
It draws attention to the minority view.
KEY CHARACTERISTICS
What is commitment?
The minority demonstrates dedication to their position.
What is an example of commitment?
Making personal sacrifices
Why is commitment important?
It shows that minority is not acting out of self-interest.
What is augmentation principle?
- What does this result in?
When the minority groups take part in extreme activities to commit to their viewpoint.
- Gets the attention of the majority
KEY CHARACTERISTIC
What is flexibility?
Minority influence is more effective if the minority
- show flexibility by accepting the possibility of compromise
What is the snowball effect?
A process where a small initial action of the minority gradually gains momentum, becomes larger, and so more significant over time.
Step 1 of snowball effect
- Minority presents a new idea
- Face resistance but remain constant
Step 2 of snowball effect
Few individuals begin to notice and starts to adopt the minority’s viewpoint.
- Because they were influenced by their consistency and commitment.
Step 3 of snowball effect
- More people adopt the new perspective
Step 4 of snowball effect
Minority’s message becomes widely accepted, leading to widespread transformation (e.g. change in attitudes behaviours, and societal norms).
Who was the minority in Moscovici’s experiment?
The confederates of the researcher
What were the minority asked to do? What about the participants?
- Minority consistently claimed that some of the slides were green.
- Ptpts were asked to indicate whether they thought each slide was blue or green.
RESULTS
percentage that participants changed their answers to green?
8% of the time
RESULTS
percentage when minority was less consistent
Majority was influenced only 1% of the time
