Minority influence (AO3)

• + Research support for consistency

  P: Research evidence demonstrating importance of consistency

  E: Wendy Wood et al (1994) conducted meta analysis- nearly 100 similar studies

  E: Found minorities who were seen as consistent were most influential

  L: Consistency is a major factor in influencing a majority
• + Research support for deeper processing

  P: Research evidence for change in majority's position does involve deeper processing of minority's ideas

  E: Martin et al (2003) gave ppts a message about a particular view & measured support

  E: Found people were less willing to change their opinion if they listened to minority initially compared to if they listened to majority

  L: Proves minority message is deeply processed & had more enduring effects
• _ Counter-point to deeper processing

  P: Real world social influence situations are more complex

  E: Majorites have more power & status in real life. Minorities on the other hand are very committed to their causes

  E: They must be, because they face a hostile opposition

  L: This shows these features are absent in Moscovici's minority influence research
• _ Artificial Tasks


  P: Minority influence involves artificial tasks

  E: Moscovici's research is far removed from how minorities attempt to change majority's behaviour in real life

  E: Cases e.g. jury decision-making & political campaigning outcomes are very important & sometimes are a matter of life and death

  L: Suggests the research lacks ecological validity