Minority Influence

• Minority Influence -

  • type of social influence that motivates individuals to reject established group norms.
  • conversion = internalisation
  • Minority influence takes longer to achieve.
  • Majority may undergo 'social crypto amnesia' where individuals forget what the minority did to achieve a new majority concept e.g. gay rights.
  • 'Snowball effect' where a small group gathers enough support to become majority over time.
• 3 Factors -

  • Consistency = holding the same belief over-time which leads to the majority to rethink their position as it creates doubt, uncertainty & conflict.
  • Commitment = dedicated to their stance, refuses to back down. The majority may feel as though they have a point.
  • Flexibility = compromise makes the minority seem less extreme & more cooperative & reasonable this may have a better chance at changing majority views.
• Consistency - Moscovici et al

  conducted a lab experiment with female pps, put into 1 of 2 groups their task was to decide whether slides shown were green or blue. In 1 group the confederates were consistent with giving the incorrect answer - 8% agreed with the confederates. In the other groups were inconsistent - 1% agreed.

  AO3 - lab study, low ecological validity, beta bias as only women were used, high control but the task was artificial & lacks mundane realism.
• Commitment - Xie et al:

  Discovered a 'tipping point' for the amount of people needed to change a minority opinion to the majority. Developed a social network where each participant held a 'traditional view' on a given topic but were open to other views or a committed individual who held the alternative view but was dedicated to their stance. After discussing the traditional view began to change & the 'tip' required was only 10% to shift to the majority.
• Flexibility: Nemeth -

  Created groups of 3 participant + 1 confederate (minority). They had to decide how much compensation the victim of a ski-lift accident should receive. When the confederate was consistent asking for a low amount they were refused however, when they showed a little compromise and agreed to a slightly higher amount the majority changed their opinion. Flexibility questions the idea of consistency.
• Moscovici's Conversion Theory -

  1. minority is seen as incorrect as they don't follow norms
  2. consistency demonstrates a clear view, commitment demonstrates assurance to their point
  3. majority re-examine their beliefs and feel uncertainty & doubt
  4. the view shifts to the minority