Minority influence, Moscovici et al study Flashcards
meaning of minority influence
where one person or a small group of people influence the beliefs and behaviours of other people
snowball effect definition
- over time, The number of people switching from the majority position to a minority position increases as they have been ‘converted’
- the more this happens, the faster the rate of conversion
consistency
they way in which minority influence is more likely to occur if the minority members share the same belief and retain it over time
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the two types of consistency are?
1) Synchronic- where the minority all say the same thing
2) Diachronic- where the minority all say the same thing over a longer period of TIME
commitment
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- how dedicated the minority are to their position
- if they are committed, the majority group members pay more attention to them, known as the AUGMENTATION PRINCIPLE
- commitment usually involves some sort of personal self sacrifice, to prove to the majority that they are not just acting out of self interest
flexibility
- how willing the minority are to compromise so they won’t be seen as rigid
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Moscovici et al 1969 study procedure
- group of six females to view a set of 36 blue coloured slides that varied in intensity, then asked to state where they were blue or green
- in each group there were TWO CONFEDERATES that CONSISTENTLY said the slides were green on 2/3 of the trial
findings
-participants gave same wrong answer as confederates 8.42% of trials, 32% gave same answer as minority on at least one trial
second group of participants results
-inconsistent minority, agreement fell to 1.25%
third group of participants results
no confederates (CONTROL GROUP, USED FOR COMPARISON) -only got colours wrong 0.25% of trials
