Minority Influence

• Moscovici - research into consistency

  2 - confederates and 4 - participants

  36 slides of hues of blue

  condition 1 : consistency, confederates say green for all 36 slides

  condition 2: inconsistent, confederates say green for 24 and blue for 12

  results -

  • consistency, participants said green 8%
  • inconsistency, participants said green 1%
  • lacks ecological validity, lacks population validity - all women students - gender bias cannot generalise. females are more likle to conform than men - culture bias
• flexibility

  minorities are more convincing if they accept other arguments - seem less dogmatic
• commitment

  personal sacrifice to show commitment to the cause, attracts attention and reinforces message
• consistency

  minorities are consistent with their message and will attract attention from the majority over time
• synchronic consistency - consistency between all members of the group
• diachronic consistency - consistency over time
• conversion - switching position and the more that happens the faster the rate of conversion - snowball effect
• deeper thinking