Consistent minority opinion has greater effect on other people than inconsistent opinion
Wood et al
Carried out meta-analysing almost 100 similar studies, found minorities being consistent to be most influential
Martin et al
Gave ppts a message supporting a particular viewpoint and measured their support. 1 group of ppts heard a minority agree with initial view and other group heard from majority group
Martin et al's findings
People were less willing to change their opinions if they had listened to a minority group than majority
Enduring effect
Minority message had been more deeply processed and had a more enduring effect, supporting central argument about how minority influence works
Artificial tasks
Tasks like identifying colour of slides was artificial, far removed research from how minorities attempt to change behaviour of majority in real life
Example of how minorities change behaviour
Jury decision making and political campaigning
External validity
Studies like Moscovici's lack external validity and limited to tell us about how minority influence works in real life
Variety of Moscovici's exp
Ppts allowed to write their answer down on paper, privately. Private agreement with minority was greater.
Embarrassed of agreeing with minority
Majority agreed with Minorities argument but were reluctant to admit this. Moscovici thought they did not want to be associated with minorities to not be called 'radical'
Limited real life applications
Real lifesocialinfluence= complicated. Majority usually involves power and status while minorities are committed to their cause due to often faced hostile opposition.
Minority groups
On the other hand, they could be tight-knit groups whose members know each other very well.