Minority influence

• What is conversion?

  The majorities become won over by an alternate viewpoint
• Is conversion compliance, identification or internalisation?

  Internalisation
• What is social cryptoamnesia?


  Forgetting the old viewpoint as the new viewpoint is the norm
• What is the snowball effect?


  More and more convert, the pace picks up so the minority gain status and acceptability
• What are the factors affecting conversion?

  • Consistency and commitment
  • Flexibility
  • Style of thinking
• How does consistency and commitment affect conversion?

  When the minority are committed to their view it shows confidence in their beliefs
• What did Moscovici do to research consistency and commitment?

  • 4 naïve participants and 2 confederates in each group
  • All shown 36 blue slidess
  • In the inconsistent condition confederates said the slides were green 24/36 times
  • In the consistent condition confederates said the slides were green every time
  • There was an 8.2% agreement with the consistent condition but 1.25% agreement with the inconsistent condition
• How does flexibility affect conversion?


  Minorities that are inflexible in their beliefs will be unsuccessful
• What did Nemeth do to investigate flexibility?

  • 3 naïve participants and 1 confederate in a group
  • The confederate tried to convince naïve participants to pay a lower compensation for a ski accident victim
  • When they compromised the majority changed their mind
• How does style of thinking affect conversion?


  If minority influence majority to consider the viewpoint rather than being instantly dismissed, it is more successful
• What did Smith et al to do support systematic processing?


  Found that if a minority got the majority to consider an issue in terms of the arguments for and against the issue then they are more successful