Minority Influence

• Minority influence


  The case where a minority of group members influences the behaviour or beliefs of the majority

  
• Majority influence


  Occurs when the beliefs held by the larger number of individuals in the current social group prevail
• Consistency

  - Minority influence is most effective if the minority keeps the same beliefs, both over time (diachronic consistency) and between all individuals (synchronic consistency) that form the minority.

  - It's effective because it draws attention to the minority view, and allows a deeper processing to happen which is important in conversion to the minority view.
• Synchronic consistency


  People in the minority are all saying the same thing

  
• Diachronic consistency


  All been saying the same thing for a long time

  
• Commitment


  - Minority influence is more powerful if the minority demonstrates dedication to their position, for example, by making personal sacrifices (augmentation principle).

  - This is important as it shows the minority isn't acting out of self interest.
• Augmentation Principle


  Greater weight is given to a particular cause of behaviour if there are other potential causes that would normally produce the opposite outcome

  
• Flexibility


  - Nemeth (1986) argued that relentless consistency could be counter-productive if it is seen by the majority as unbending and unreasonable.

  - Therefore minority influence is more effective if the minority show flexibility by accepting possibility of compromise.
• The process of social change

  - The three factors make majority think more deeply about an issue.

  - Snowball effect - minority view gathers force and becomes majority influence
• Snowball effect


  Events have momentum and build upon each other.

  
• Strengths of minority influence

  Research support for consistency

  - Moscovici's slide study shows consistency matters.

  
  

  Research support for deeper processing

  - Martin et al study showed people engaged more with minority ideas.
• Limitations of minority influence

  Artificial tasks

  - Mosocovici, identify colour of a slide.

  - Is not a way in which the minority would need to influence the majority.

  - Findings lack external validity.
• Minority influence


  The case where a minority of group members influences the behaviour or beliefs of the majority

  
• Majority influence


  Occurs when the beliefs held by the larger number of individuals in the current social group prevail
• Consistency


  - Minority influence is most effective if the minority keeps the same beliefs, both over time (diachronic consistency) and between all individuals (synchronic consistency) that form the minority.

  - It's effective because it draws attention to the minority view, and allows a deeper processing to happen which is important in conversion to the minority view.
• Synchronic consistency


  People in the minority are all saying the same thing

  
• Diachronic consistency


  All been saying the same thing for a long time

  
• Commitment

  - Minority influence is more powerful if the minority demonstrates dedication to their position, for example, by making personal sacrifices (augmentation principle).

  - This is important as it shows the minority isn't acting out of self interest.
• Augmentation Principle


  Greater weight is given to a particular cause of behaviour if there are other potential causes that would normally produce the opposite outcome

  
• Flexibility


  - Nemeth (1986) argued that relentless consistency could be counter-productive if it is seen by the majority as unbending and unreasonable.

  - Therefore minority influence is more effective if the minority show flexibility by accepting possibility of compromise.
• The process of social change

  - The three factors make majority think more deeply about an issue.

  - Snowball effect - minority view gathers force and becomes majority influence
• Snowball effect


  Events have momentum and build upon each other.

  
• Strengths of minority influence

  Research support for consistency

  - Moscovici's slide study shows consistency matters.

  
  

  Research support for deeper processing

  - Martin et al study showed people engaged more with minority ideas.
• Limitations of minority influence

  Artificial tasks

  - Mosocovici, identify colour of a slide.

  - Is not a way in which the minority would need to influence the majority.

  - Findings lack external validity.