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Flashcards in Minority influence Deck (13)
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What type of social influence takes place in minority influence



Moscovici et al (1969) aim

-research into minority influence
-comparing inconsistent minorities with consistent minorities


Moscovici et al (1969) method

-lab experiement using 194 women
-in groups of 6, pps judged the colour of 36 slides
-all ot the slides were blue, but the brightness of the blue varied
-2 of 6 pps in each group were confederates
-in one condition, confederates called all 36 slides green (consistent)
-in another, confederates called 24 of the slides green and 12 of the slides blue (inconsistent)
-a control group was used with no confederates


Moscovici et al (1969) results

-in control group, pps called slides green 0.25% of the time
-in consistent, pps adopted minority position and 8.4% called slides green and 32% called slides green at least once
-in inconsistent, pps moved to minority position and called slides green 1.25%


Moscovici et al (1969) conclusion

-the confederates were in the minority
-their views appear to have influenced the real pps
-the use of the two conditions illustrated that minority had more influence when they were consistent in calling the slides green


Moscovici et al (1969) evaluation

-lab study-lacks ecological validity as it was artifical
-pps were decieved as to the true purpose of the study-no informed consent
-because of the control group, the pps were influenced by the minority
-Nemeth et al (1974) showed that how the majority interprets the minority's answers also matters -they must related to the stimulus in some predictable way. So more to minority influence than just consistency
-lacks experiemental realism-pps may not have realised study was real


What is the conversion theory

-the influence of the minority on the majority
-this is more likey to affect private beliefs more than public behaviour
-conversion involves internal and public changes in attitude


What are the four conditions of the conversion theory

-consistency-a clear view in the message that is sharing
-flexibility-how they are delivering the message, not appearing too rigid
-commitmement-behaviour that is showing/demonstrating


Two ways of increasing influence of minority

-styles of thinking
minority influence changes attitudes and behaviour over time


Two ways of increasing influence of minority-styles of thinking

-minority stand an increased chance of getting individuals to engage in systematic processing when the viewpoint of the minority can be considered carefully and overtime


Two ways of increasing influence of minority-identification

-when a majority identifies with a minority then the minority will become more persuasive


Strengths of conversion theory

-influence of minorities on majorities is mainly in the form of private acceptance-link to internalisation
-evidence suggests that the opinions of the minority are often processed more thoroughly that the majority (Martin et al, 2003)


Weaknesses of conversion theory

-minorities often less influential than majority (Erb et al, 2002)
-majorities generally differ from minorities in several ways e.g. power. Largely ignored by Moscovici