AO1

• What is minority influence?

  A persuasive minority changes majority attitudes
• What is social change?

  When society adopts a new belief or behavior
• How does consistency affect minority influence?

  It increases the likelihood of others rethinking views
• What is synchronic consistency?

  Minority members say the same thing
• What is diachronic consistency?

  Minority has been saying the same thing long-term
• Why do minorities engage in extreme activities?

  To draw attention and show commitment
• What is the augmentation principle?

  Increased interest from majority due to minority risk
• What did Nemeth argue about minority influence?

  Inflexibility reduces the likelihood of majority change
• What was the procedure of Nemeth's mock jury study?

  • Three genuine participants and one confederate
  • Decided compensation for a ski lift accident
  • Confederate remained inflexible with a low amount
  • Majority stuck to a higher amount
  • Confederate changed offer, majority also changed
• Who conducted the key study on minority influence?

  Serge Moscovici
• What was the aim of Moscovici's study?

  To investigate minority influence on conformity
• What was the procedure of Moscovici's study?

  Participants viewed slides and stated colors
• How many slides were shown in Moscovici's study?

  36 slides
• What were the responses of the confederates in the first part of the experiment?

  They answered green for each slide consistently
• What was the response of the control group in Moscovici's study?

  Only 0.25% answered green
• What was the result when confederates were consistent in their responses?

  8.42% of participants answered green
• What does Moscovici's experiment suggest about minority influence?

  Minorities can influence majorities if consistent