Minority Influence

Question 1

Minority Influence

Answer 1

“A form of social influence in which a minority of people (sometimes one person) persuades others to adopt their beliefs, attitudes or behaviours.”

Question 2

What does minority influence create?

Answer 2

A conversion process whereby the majority may internalise the views of the minority- both public and private views are changed.

Question 3

Consistency

Answer 3

The minority must be consistent with their view, as over time this consistency increases interest from other people.

Question 4

Synchronic Consistency

Answer 4

The form of agreement that people in the minority group are “all saying the same things.”

Question 5

Diachronic Consistency

Answer 5

Consistency over time- “They’ve been saying the same thing for a while now.”

Question 6

Commitment

Answer 6

The minority must demonstrate commitment to their cause/view. Sometimes extreme activities are used to draw attention to the cause/view.

Question 7

Augmentation principle

Answer 7

The idea that majority group members pay even more attention to the minority if the minority show great commitment.

Question 8

Flexibility

Answer 8

Relentless consistency can be off-putting- argues Nemeth (1986). The minority need to be prepared to adapt their point of view and accept counter arguments.

Question 9

The Snowball Effect

Answer 9

All three factors make people think about the minority influence. Over time, increasing numbers of people switch from the majority position to the minority position. The more this happens, the faster the rate of conversion and gradually the minority view has become the majority view: a change has occurred.

Question 10

Moscovici et al. (1969)

Answer 10

36 blue-coloured slides of varied intensity. 2 groups.

Question 11

Group 1

Answer 11

Confederates said green to every slide. Participants therefore said green 8.42% of the trials.

Question 12

Group 2

Answer 12

Confederates said green 24/36 times. Therefore participants said green 1.25% of the trials.

Question 13

Control group

Answer 13

No confederates, participants got it wrong on just 0.25% of the trials.

Question 14

Conclusion to blue/green study

Answer 14

A consistent minority is far more influential than an inconsistent one.

Question 15

32%

Answer 15

This amount of participants in the consistent condition reported a green slide at least once.

Question 16

Wood et al (1994)

Answer 16

Carried out a meta-analysis of 97 studies of minority influence and found that minorities whom were especially consistent were the most influential.

Question 17

Nemeth and Brilmayer (1987)

Answer 17

Asked a mock jury, with groups of 3 participants and 1 confederate to decide on compensation for a ski-lift.

Question 18

What happened when the confederate argued for a very low amount?

Answer 18

When the confederate was not flexible, he had no influence.

Question 19

What happened when the confederate was flexible?

Answer 19

The majority lowered their view also.