Minority influence

• Minority Influence 


  Minority influence refers to when one person or a small group of people challenge the beliefs and behaviours held by the majority in order to bring about social

  change. Over time, through the snowball effect, more and more people join the minority to the point it becomes the majority. This is typically through people internalising the viewpoint/behaviours of the minority. Once the minority become the majority, the original source of the influence is usually forgotten – a process known as social crypto-amnesia.
• Commitment 


  Commitment is shown when members of the minority demonstrate

  their dedication to their belief. Commitment therefore involves the

  minority placing themselves at some risk or inconvenience. For

  example, commitment can be demonstrated by individuals explaining

  how they are spending time or money on their cause. This will draw

  more attention to their cause and suggests certainty, confidence and

  courage. It also shows that the minority is not acting out of self-interest.

  In turn, this may influence other people to join from the majority.
• Consistency 


  When a minority initially forms, people assume they are wrong because their beliefs/behaviour go against the majority. However, if they remain consistent by not deviating from their view, people will begin to reassess the situation and consider the issue more carefully. Consistency can therefore be demonstrated by the members of the minority all repeating the same message and highlighting that they have held this view over a long period of time.
• Flexibility 


  Being extremely consistent, however, can be seen as rigid. This can be off-putting to the majority. Instead, minorities need to negotiate their position with the majority. Flexibility therefore involves the minority adapting their view by accepting valid counterarguments. This means that the minority must listen to the majority and come to an agreement. However, they cannot be too flexible and switch views completely as this would be viewed inconsistent. The key is to strike a balance between consistency and flexibility by making a compromise.
• What are the key roles in minority influence discussed in the study material?

  Commitment, consistency, and flexibility
• What did Nemeth (1986) study in relation to minority influence?

  The effect of flexibility in a compensation decision-making scenario
• What was the outcome when the confederate in Nemeth's study compromised on the compensation amount?

  The majority changed their opinion to a lower amount
• Why does the study by Nemeth support the role of flexibility in minority influence?


  It shows that minorities need to be flexible to be persuasive
• What did Moscovici's study involve regarding the color of slides?

  Participants had to identify the color of slides presented to them
• What were the two conditions in Moscovici's study?

  Consistent condition and inconsistent condition
• What percentage of conformity was observed in the consistent condition of Moscovici's study?

  1. 4%
• What does Moscovici's study suggest about the effectiveness of a consistent minority?

  A consistent minority is more effective than an inconsistent minority
• What is a limitation of research into minority influence mentioned in the study material?

  It often uses artificial tasks that may not reflect real-life situations
• How does the study material relate jury decision-making to minority influence research?

  It highlights the importance of real-life consequences in minority influence
• What factor can influence the effectiveness of a minority according to the study material?

  Identification with the minority
• How did Maas et al.'s findings relate to the effectiveness of a homosexual minority?

  A homosexual minority was less persuasive to heterosexual individuals
• What does the study material suggest about the relationship between identification and minority influence?

  Identification can enhance the persuasiveness of a minority
• What historical example is provided to illustrate the role of commitment in minority influence?

  The arrest of Rosa Parks and its impact on the civil rights movement
• How did Rosa Parks' actions contribute to minority influence?

  Her commitment helped trigger the civil rights movement
• What are the strengths and limitations of flexibility and consistency in minority influence?

  Strengths:

  • Flexibility is supported by evidence (Nemeth's study)
  • Consistency is supported by evidence (Moscovici's study)

  
  

  Limitations:

  • Research often uses artificial tasks
  • Identification can influence effectiveness
• What are the implications of minority influence research for real-life social change?

  • Highlights the importance of commitment and flexibility
  • Suggests that identification with the minority enhances persuasion
  • Indicates that real-life applications can differ from experimental findings