Minority A03

• Moscovici et al- Research support


  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 life social influence= 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.