Moscovici and Minority Influence Flashcards Preview

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What are the three factors that effect minority influence?

Consistency, Committment and flexibility.


Who proposed that a consistent minority is more influential than an inconsistent one?

Wood et al.


What does a committed minority do?

A minority adopts an uncompromising and consistent committment to their position.

Greater committment encourages memebers of a majority to take them seriously.


What did Mungy suggest regarding minority influence?

A dogmatic minority is less influential than a compromising minority.

A balance of flexibility allows for negotiation and, in turn, some influence.


Outline Moscovici's procedure.

- groups of 4 naive pps and 2 confederates.
- Shown a series of blue slides varying in intensity.
- The control group contained no confederates and all pps said blue.
- The confederates repeatedly called the blue slides green.
- In the 'inconsistent' condition, confederates called the slides green on 2/3 of the trials.


What percentage of trials did the consistent minority influence the pps to say green?

Pps said green on 8% of trials.


Was the inconsistent minority influential?

No. They exerted very little influence.


Did the threshold in the second experiment differ depending on the original condition?

Yes. Those in the consistent condition set their threshold closer to green. The opposite for the inconsistent minority.


Give an advantage of Moscovici's study.

- Supporting evidence from Martin et al - message from a minority group is more deeply processed.


Give a Disadvantage of Moscovici's study.

- Limited real world applications - minorities are faced with hostile opposition and are more closer communities - not possible to implement these factors in lab experiments.


List the 5 stages of conversion.

1). Drawing attention to the issue.
2). Cognitive conflict
3). Consistency of position
4). The augmentation principle
5). The snowball effect


Define cognative conflict.

The minority creates a conflict between the majority group's beliefs and the minority's. Thus, the majority members will think more deeply about their opinions.


What is the augmentation principle.

If people are willing to suffer for their beliefs they will be seen as more influential. E.g. The Suffagettes.


What is the 'snowball effect'?

The minority message spreads as more people consider the issues promoted.


Give an advantage of explainations for minority influence.

- Supporting evidence of the role of NSi in social change - Nolan et al - minority influence was more effective when combined with NSI.


Give a disadvantage of explainations for minority influence.

- Identification is overlooked - Bashir - people were less likely to adopt beliefs reagrding environmental friendliness in fear of being labelled as 'tree huggers'.

- Flawed methodology - rely on lab experiments - low ecological validity.

- Not all minority influences have led to change - Dejong et al - An alcohol consumption campaign failed to change when pps reported no change in alcohol consumption following the campaign.


What is social norms intervention?

Correcting misconceptions about social norms to influence change.


What did Perkins and Berkowitz suggest?

If people perceive something to be the norm, they tend to alter their behaviour to fit that norm.