Minority In uence:
Involves an individual or minority persuading other members to accept their arguments, even if this challenges the view
held by the majority.
Usually based on informational social in uence.
Moscovici et al (1969)
Aim:
To see whether a consistent minority of participants could in uence a majority to give an incorrect answer in a colour
perception test.
Procedure:
Lab experiment
192 - female, no colour blindness
Six participants at a time were asked to estimate the colour of 36 slides.
All of the slides were blue, but differed in brightness.
4 naive and 2 confederates.
3 different conditions:
Consistent confederates:
Two confederates answered green for each slide that they saw. 8.4% in uenced.
Inconsistent confederates:
Confederates answered green 24/36 times. 1.25% in uenced.
Control group:
No confederates. 0.25% in uenced.
Conclusion:
Minorities can in uence a majority in certain circumstances if they are consistent, and thus creates an impression of
certainty and con dent.
When the minority gave inconsistent answers, they were largely ignored by the majority.
Factors in uencing minority in uence:
Consistency
Commitment
Flexibility
Involves an individual or minority persuading other members to accept their arguments, even if this challenges the view
held by the majority.
Usually based on informational social in uence.
Moscovici et al (1969)
Aim:
To see whether a consistent minority of participants could in uence a majority to give an incorrect answer in a colour
perception test.
Procedure:
Lab experiment
192 - female, no colour blindness
Six participants at a time were asked to estimate the colour of 36 slides.
All of the slides were blue, but differed in brightness.
4 naive and 2 confederates.
3 different conditions:
Consistent confederates:
Two confederates answered green for each slide that they saw. 8.4% in uenced.
Inconsistent confederates:
Confederates answered green 24/36 times. 1.25% in uenced.
Control group:
No confederates. 0.25% in uenced.
Conclusion:
Minorities can in uence a majority in certain circumstances if they are consistent, and thus creates an impression of
certainty and con dent.
When the minority gave inconsistent answers, they were largely ignored by the majority.
Factors in uencing minority in uence:
Consistency
Commitment
Flexibility
