Factors effecting minority influence

• Drawing Attention 


  Minority needs to get their views to majority
• Commitment


  Show commitment by doing extreme activitie
• Deeper processing


  Start to question Status quo
• Snowball effect


  Faster + faster of rate conversion
• Augmentation principle


  Extreme activitie show commitment
• Flexibility 


  Need to accept reasonable counter arguments to not be seen as dogmatic
• Consistency within the minority 


  This leads to a more convincing argument
• Moscovici’s study 


  32 groups of 6 females (192 in total)

  They were presented with 36 blue slides with differing in intensity and shade. They were asked what colour the slide was.

  2 Confederates :

  Consistently said green (36 times)

  Inconsistently said green (24 times)

  Control (No confederates)
• Moscovic’s findings

  When minority was consistent - 8.4% of majority agreed it was green

  Whrn minortiy was less consistent - 1.25% of majority agreed

  32% of majority conformed at least once