ao1 - minority influence

• what is minority influence

  the influence of one person or a small group on the beliefs and behaviours of others

  minority influence leads to internalisation
• what does ccf stand for

  consistency

  commitment

  flexibility
• what are the 6 ao1 points for moscovici's experiment

  -the first group had two confederates who consistently said the slides were green.

  -the true participants gave the same wrong answer (green) on 8.42% of the trials.

  -second group of participants were exposed to an inconsistent minority (the confederates said 'green' 24 times an 'blue' 12 times)

  -in this case, agreement with the answer 'green' fell to 1.25%

  -third control group were were no confederates and all participants had to do was identify the colour of each slide

  -they got this wrong on just 0.25% of the trials.
• define consistency


  synchronic consistency - all member of the minority are saying the same thing

  diachronic consistency- all members of the minority have been saying the same thing for a while.

  makes the majority rethink their views.
• define commitment


  helps the minority group to gain attention

  members of the minority take part in activities that cause some risk to themselves to demonstrate their commitment to the cause.

  augmentation principle - the majority may even more attention.
• define flexibility


  the minority should consider the other points of view to avoid appearing rigid.

  they should adapt their point of view and accept reasonable counter arguments.
• describe the process of social change

  when we hear something new we consider it, especially if it is consistent, committed and flexible.

  this deeper processing is important in the conversion to a minority viewpoint.

  overtime, people switch from the majority to the minority. they have converted.

  the more this happens, the faster the rate of conversion. this is called the snowball effect. the minority view becomes the majority view and change has occurred.