[Topic 8] Minority Influence

Question 1

What was studied in Moscovici et al’s Study?

Answer 1

• The issue of whether a numerical minority can influence a numerical majority was first investigated by Moscovici in his blue or green slide’s studdy
• In a group of 6 minority of two confederates consistently said that an obvious blue slide was green. The aim of the study was to see if the other four participants would be influenced by the minority’s incorrect view.

Question 2

What did Moscovici find?

Answer 2

• He found that when the minority consistently claimed that the blue slides were green, the majority were influenced 8% of the time. When the minority behaved inconsistently and only sometimes called the blue slides green, the majority were influenced about 1% the time

Question 3

What does Moscovici et al’s findings demonstrate?

Answer 3

• Moscovici et al’s findings demonstrate that although conformity levels are nowhere near as high as those seen in studies where a numerical majority attempts to influence a numerical majority.
• A consistent numerical minority can exert at least some influence over a numerical majority
• Conversion to a minority position tends to be deep and long lasting.

Question 4

What are the 3 factors for a minority to influence to influence the Majority?

Answer 4

1. Consistency
2. Flexibility
3. Commitment

Question 5

Evaluation 1: Minority influence is not always effective because we do not process a minority’s message as deeply

Answer 5

• Minority influence is not always effective because we do not process a minority’s message as deeply
• If the majority expresses a different view to ours we might consider their view carefully to understand it
• However Mackie claimed we do not spend as much time processing why a minority’s message is different to that of the majority
• Therefore the minority message tends to be less, rather than more, influential than the position advocated by the majority

Question 6

Evaluation 2. Better quality decisions can be made by numerical minorities for example in work groups

Answer 6

• Better quality decisions can be made by numerical minorities for example in work groups
• Van Dyne and Saavedra studied dissent as a form of minority influence . They found that better decisions were made when a dissenting minority was present
• Nemeth claims dissent ‘opens’ the mind, making us search for more information and consider more options
• This shows dissenters liberate people to say what they believe and stimulate thought even when they are wrong