Minority influence

• Minority influence

  Refers to when one person/small group influences beliefs and behaviours of others (conformity is where the majority is doing the influencing). Most likely to lead to internalisation (both public behaviours and private beliefs are changed by the process).
• Minority influence 2

  Consistency

  Over time, consistency in minority's views increases amount of interest from other people. Synchronic consistency- all saying the same thing. Diachronic consistency- been saying the same thing for some time now. Makes people start to rethink their own views.
• Minority influence 3

  Commitment

  Sometimes minorities engage in extreme activities to draw attention to views. Important that extreme activities are at some risk to minority as it demonstrates commitment to cause. Majority group members then pay even more attention (augmentation principle)
• Minority influence 4

  Flexibility

  Nemeth (1986) argued that being extremely consistent and repeating the same arguments and behaviours again and again can be seen as rigid, unbending, dogmatic, and inflexible. Off-putting to majority and unlikely to result in conversions to minority position. Instead, minority need to be prepared to adapt their POV and accept reasonable and valid counter-arguments. Key to have balance between consistency and flexibility.
• Minority influence 5

  The process of change

  Over time, increasing numbers of people switch from majority position to minority position (they have been 'converted'). The more that this happens, the faster the rate of conversion (snowball effect). Gradually, minority view becomes majority view and change has occurred.
• Minority influence- evaluation

  Research evidence that demonstrates importance of consistency. Wood et al. (1994) did an meta-analysis of almost 100 studies and found that minorities who were seen as being consistent were most influence. Suggests consistency is a major factor in minority influence.
• Minority influence- evaluation 2

  Research evidence to show that change to minority position does involve deeper processing of ideas. Martin et al. (2003) gave ppts a viewpoint and measured their support. One group then heard minority group agree w/ view while another heard majority group agree. Then heard conflicting view and attitudes measured again. Found that people were less willing to change opinions if they listened to minority group. Suggests minority message had been more deeply processed and had a more enduring effect.