Social change

• Moscovici - consistency

  aim:

  • see if a consistent minority could influence a majority to give an incorrect answer in a colour perception task

  method:

  • sample of 172 female participants told they were taking part in colour perception task - in 6 groups shown 36 slides varying in shades of blue
  • 2/6 participants were confederates, in one condition (consistent) the 2 confeds said all slides were green; second condition (inconsistent) 24 green and 12 blue
• Moscovici - continued

  Findings:

  • in the consistent condition real participants agreed on 8.2% of trials
  • in inconsistent condition real participants agreed on 1.25% of trials

  conclusion:

  • a consistent minority is 6.95% more effective than an inconsistent minority and that consistency is an important factor in exerting minority influence