Minority influence

• 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