Minority influence

• Minority influence


  A form of social influence where members of the majority group change their beliefs or behaviours as a result of their exposure to a persuasive minority
• Minority influence doesn't need to lead to social change
• Behavioural style

  • Consistency
  • Commitment
  • Flexibility
• Consistency


  Stability in an expressed position over time and agreement among different members of the minority
• Commitment


  The degree to which members of a minority are dedicated to a particular cause. The greater the perceived commitment, the greater the influence
• Flexibility


  A willingness to be flexible and to compromise when expressing a position
• Participants


  Told the study was about colour perception
• Groups


  • 6 participants
  • 4 naïve participants
  • 2 confederates
• Procedure


  1. Shown a series of blue slides that varied in intensity

  2. Asked to judge the colour of each slide
• Trials


  • Consistent trial
  • Inconsistent trial
• Consistent trial


  Confederates repeatedly called the blue slides 'green' on every trial
• Inconsistent trial


  Confederates called the blue slide 'green' on 2/3 of the trials
• Consistent minority


  Influenced the naïve participants to say 'green' on over 8% of the trials
• Inconsistent minority


  Only influenced the participants on 1.25% of the trials
• Moscovici (1969)