Minority influence (booklet 5)

Question 1

Define minority influence

Answer 1

A conversion process where the minority persuade the majority to accept their view
Conversion is a slow and gradual process
Usually leads to strong, long lasting, fundamental changes

Question 2

Give examples of minority views that are now majority views

Answer 2

Suffragettes
LGBTQ
Environmental activists

Question 3

Name and describe 3 factors leading to a more persuasive majority

Answer 3

Consistency = holding the same view over time or between people in the minority
Commitment = willing to be at risk or inconvenience for your cause
Flexibility = not rigid in approach, willing for some compromise

Question 4

Consistency research support

Answer 4

Moscovici et al (1969)
Aim- investigate influence of consistency of minority on majority view using colour perception task
Procedure- groups shown 36 different shades of blue, p’s asked to say colour of each slide, blue always answer, 3 conditions- 1. consistent minority- 2 confederates called all 36 slides green 2. inconsistent minority- 2 confederates called 24/36 slides green 3. control- 6 genuine p’s
DV- number of genuine p’s adopting minority view (calling slide green)
Results- consistent= 8%, inconsistent= 1.25%, control= 0%

Question 5

Why does commitment affect the extent to which a minority can influence the majority?

Answer 5

Difficult to dismis a minority view if maintained even in face of risks eg social ostracism - augmentation principle
Draws more attention to cause
Those in minority seen as holding a strong genuine belief that must be worth considering
So majority take them seriously

Question 6

Why does flexibility make a minority more effective at influencing a majority?

Answer 6

A rigid minority refusing to compromise will be considered narrow minded, arrogant etc
Rigid view will not have any effect on majority

Question 7

Describe Nemeth’s (1987) method

Answer 7

P’s act as jurors discussing amount of compensation that should be payed
A single confederate put forward an alternative minority view and refused to change opinion- had no affect on views of other p’s
Different condition- confederate compromised showing a degree of shift
This flexibility did influence majority
But only in late stages of negotiation- early compromise suggested giving in too quickly

Question 8

Describe Nemeth’s (1987) conclusion

Answer 8

A flexible minority that will consider the opposing view and be prepared to make some compromises will be more successful at influencing the majority

Question 9

What did Xie (2011) identify?

Answer 9

The tipping point where the degree of commitment becomes big enough to change majority influence is 10%

Question 10

Describe the snowball effect

Answer 10

Over time increasing numbers switch from majority view to minority view - conversion
The more this happens, the faster the rate of conversion
Gradually the minority view becomes the majority view and change has occurred

Question 11

Give a limitation of minority influence research

Answer 11

Artificial tasks
Unlike real life when a minority’s outcome is sometimes life of death
Means studies lack internal validity

Question 12

Evaluate minority influence - research support for consistency

Answer 12

A strength is research evidence demonstrating importance of consistency
Moscovici et al’s blue/green slide study showed a consistent minority had a greater effect on majority than an inconsistent one
Wood et al (1994)’s meta analysis of nearly 100 similar studies found consistent minorities were more influential
Shows minorities who are consistent can influence the majority

Question 13

Evaluate minority influence- research support for deeper processing

Answer 13

Evidence showing change in majority’s position does involve deeper processing of minority’s ideas
Martin et al (2003) presented a viewpoint and measures participants agreement
One group exposed to a minority, other a majority
Then all exposed to a conflicting view and attitudes measured again
Participants less willing to change opinion if they listened to a minority view than a majority
Shows minority view had been more deeply processed so had a more enduring effect supporting principles of how minority influence works

Question 14

Evaluate minority influence- artificial tasks

Answer 14

Tasks involved are very artificial
Research doesn’t represent how minorities influence in real life
Eg in a jury or political campaign decisions can literally be life or death
Means findings of these studies lack external validity so are limited in what they can tell us about minority influence in everyday life