Minority influence

Cards (12)

  • What does minority influence lead to?
    Internalisation
  • What are the 3 main processes involved in minority influence?
    consistency, commitment and flexibility
  • Minority influence
    A form of social influence where a minority persuades the majority group to adopt their beliefs, attitudes or behaviours, leading to internalisation
  • Minority influence
    • Commitment - minority show they're dedicated to the cause through personal sacrifice
    • Augmentation principle - if minority appear willing to sacrifice/suffer, they're seen as more committed and taken seriously
    • Consistency - if minority maintain the same view over time, majority start to listen
    • Flexibility - minority should accept reasonable counter-arguments and negotiate their position as they hold no power over majorities
  • Process of minority influence
    1. Majority thinks deeply about minority view
    2. Internalisation occurs
    3. Snowball effect - increase in size of minority over time
    4. Faster conversion rates
    5. Minority view becomes majority view
  • Moscovici study - tested if majority would be influenced by a minority's incorrect view
  • Moscovici study procedure
    1. 12 minority confederates
    2. Had to name the colour of 36 slides (all blue, different brightnesses)
    3. Two conditions: consistent - said 'green' all times, inconsistent - said 'green' 2/3 times
  • Moscovici study findings: consistency had a greater influence, 8% agreed on trials vs 1/3 agreed with minority at least once
  • Conclusions: minority can influence a majority if they're consistent with their view
  • 213 agreed at least once for Asch, 13 for Moscovici
  • Nemeth said the real value of minority influence is that they open our minds
  • Real life application - minority influence leads to social change