basics of minority influence

• A form of social influence where members of the majority group change their beliefs or behaviours because of their exposure to a persuasive minority
• • Creates a conversion process  people scrutinise the minority’s message itself and want to understand WHY the minority have that view (e.g.: why should women have the vote?) ​
• • As a result, conversion tends to be deeper and longer lasting, as people have INTERNALISED the minority’s point of view (e.g.: we now accept and normalise women having the vote, and we believe it is the “right” idea)
• • The minority have a tough time trying to persuade and covert the majority to their point of view – they are the minority after all!​