minority influence

• Minority influence


  When a small group (minority) influences the opinion of a much larger group (majority)
• Minority influence occurs when the minority behaves in the following ways

  • Consistency
  • Commitment
  • Flexibility
• Moscovici's experiment


  1. Female participants shown 36 blue slides

  2. Two confederates (minority) answered green

  3. Four participants (majority)

  4. First part: confederates answered green for all 36 slides (consistent)

  5. Second part: confederates answered green 24 times, blue 12 times (inconsistent)

  6. Control group with no confederates
• Consistency may be important because

  • Confronted with consistent opposition, majority rethinks position
  • Consistent minority disrupts norms, creates uncertainty, doubt and conflict, leading majority to question their own views
• Commitment


  • When majority confronted with someone with self-confidence and dedication to take a popular stand and refuses to back down, they may assume he/she has a point
• Flexibility


  • If consistent minority seen as inflexible, rigid, uncompromising and dogmatic, unlikely to change majority views
  • If consistent minority appear flexible and compromising, more likely to be seen as moderate, cooperative and reasonable, better chance of changing majority views
• Nemeth's experiment


  1. Mock jury, 3 participants and 1 confederate deciding compensation amount

  2. When consistent minority argued for very low amount and refused to change, no effect on majority

  3. When minority compromised and moved towards majority position, majority also compromised and changed their view
• Nemeth's experiment questions the importance of consistency, as minority position changing resulted in minority influence