Minority Influence Flashcards
(13 cards)
What is minority influence
Form of social influence where a persuasive minority changes the attitudes and behaviours of the majority
What is social change
When a whole society adopts a new belief or way of behaving which then becomes a widely accepted norm
What are the characteristics the minority need to have to influence the majority and what do they need to create
Consistent
Commitment
Flexibility
They create internalisation of the minorites views
Explain consistency in a minority and how it helps their influence
A minority must be stable in their opinion at all time over many years and there must be an agreement among the minority
This can help there argument be more accurate and influential
Explain commitment in the minority and how does it help their influence
A minority just be dedicated to their cause. The greater their dedication, the greater their influence
By the minority being at risk it demonstrates their commitment to the cause. The majority then pay attention.
Explain flexibility in the minority and how it helps their influence
Although a minority must be consistent they must show a willingness to compromises when expressing their opinions
Nemeth (1986) argues that being too dogmatic is seen negatively. The minority needs to be prepared to adapt their ideas
meaning people are more likely to be influenced
What does dogmatic mean
Strict in views/ not prepared to change any ideas
What was Moscovici’s research into minority influence
(Aim and procedure)
- Aim : to test the process of innovation by looking how a consistent minority affect the opinions of a larger group
- Procedure: All females. They were given an eye test to check for colour blindness. They were then placed in a group of 4 participants (2 confederates) . They were shown 36 slides that were different shades of blue. All were asked to state the colour out loud
- 1st group confederated were consistent in saying green for all slides
- 2nd group confederates were inconsistent saying green 24 times and blue 12 times
What was the findings and conclusions of Miscovici’s experiment into minority influence
Findings: In the 1st group of consistent confederates 8.42% of trials resulted in participants answering green. 32% said green at least once
In the 2nd group with the inconsistent confederates 1.25% of trials resulted in participants answering green
Conclusion: Minorities can change the opinion of the majority particularly if they are consistent
How would you evaluate minority influence?
- Research support for consistency
- The role of flexibility
- Minority influence may be stronger than it appears
How would you evaluate minority influence?
(Research support for consistency)
There is strong research support for the role of consistency. Mocovici’s et al’s green/blue slide study found consistency in a majority has a greater effect than an inconsistent one. This suggests consistency increases credibility. This has been supported by a meta-analysis from Wood et al. who reviewed nearly 100 studies and found consistent minorities were the most influential. This real-world application supports findings and boosts the ecological validity of consistency being a key factor in minority influence
How would you evaluate minority influence
(The role of flexibility)
A further strength of minority influence is the role of flexibility. Nemeth conducted a mock jury in which participants discussed compensation for a ski-lift accident. The confederate wanted a lower amount but when they were rigid and dogmatic they had little influence. However, when the confederate was more open to compromission the group were more influenced. This study demonstrated flexibility makes a group more persuasive in decision making contexts etc. Suggesting minority influence is not just about sticking to a viewpoint but being reasonable and cooperative.
How would you evaluate minority influence?
(minority influence may be stronger than it appears)
Research suggests the effects of minority influence may be underestimated because people may often conform to the majority while privately agreeing with the minority, Moscovici, found that although only a small amount of people openly agreed with the minority, influence increased when participants wrote their answers privately. This implies people may be unwilling to express minority opinions due to social pressure. Showing the real power of minority influence may be hidden beneath surface-level conformity. It also suggests minority influence may plant a seed of doubt that grows over time.
