Lecture 3 - Minority influence

• Groups work better than individuals
• Majority groups are everywhere
• Research in social psychology points towards a majority effect
• A numerical majority has an advantage over less opposing members
• Most tasks are performed better with a larger number of members
• Majority reflects better the 'real' opinion of a group
• Support of the majority is needed to sustain a social process
• Many events require the approval of the majority
• Some social/political processes are triggered and supported by the majority
• Conformity is largely associated with majority influence
• Pressure to conform is based on the numerical advantage of the majority group
• Majority can afford to exert pressure based on the numbers it has
• The larger the number, the stronger the pressure
• Minorities can be influential by converting the majority: Conversion Theory
• Consistent minority influences the majority more than an inconsistent minority
• Consistent minority creates confidence and an alternative viewpoint
• Effects of a consistent minority:

  • Disrupts the established norm
  • Produces doubt and uncertainty in the majority
  • Makes itself visible
  • Focuses attention on itself
  • Shows an alternative point of view
  • Demonstrates certainty, confidence & commitment to the alternative point of view
  • Does not compromise or move
  • Implies the only solution is for the majority to accept the minority view
• Minority influence results in stronger attitudes than majority influence
• Individuals can manifest altered attitudinal viewpoints without directly offending the majority
• Minority sources result in stronger resultant attitudes than majority sources
• A flexible and consistent minority is more influential than a rigid minority
• A minority has to negotiate rather than adopting a unilateral position
• After an initial denial, the minority can negotiate a different ‘deal’ with the majority (foot in the door effect)