Outline and evaluate research into the role of minority influence
Up until the 1960s, most of the research into social influence was mainly focused on majority
influence (i.e. conformity). However, it has also been established that the majority opinion may
change over time due to the introduction of new ideas through a minority. A minority is often able
to influence the majority by introducing a certain view that goes against perceived social norms. E.g.
the suffragette movement. In an attempt to change the majority view, the minority creates a
conversion process.
One of the key variables in minority influence is consistency. When the majority is first exposed to
the views of the minority, they make the assumption that they have made a mistake due to their
views going against perceived social norms. If the minority adopt a consistent approach, it prompts
the majority to consider the minority view while re-evaluating their views and considering them
more carefully. A meta-analysis of 97 studies of minority influence, carried out by Wood et al,
revealed that minorities were substantially influential when they were perceived as being consistent
in their views.
To assess the effect of consistency in minority influence, Moscovici et al (1969) conducted a study to
see whether a consistent minority could influence a majority to give an incorrect answer in a colour
perception test. 157 participants, each with good eyesight, were placed in groups of 6, with two of
the participants being confederates. They were instructed to estimate the colour of 36 slides; each
slide was blue but differed in brightness. There were two conditions. In one condition, the
confederates called the slide green in all trials. This was the consistent conditions. In the inconsistent
condition, the confederates called the slide green 24 times and blue 12 times. The findings revealed
that participants in the consistent condition were influenced by the minority and called the slides
green in 8.4% of the trials. 32% of participants in the consistent condition reported a green slide at
least once. However, participants in the inconsistent condition were less influenced by the minority
and called the slides green in only 1.3% of the trials. The results concluded that it is vital that the
members of the minority behave consistently if they wish to influence the majority to change its
views. Individual members of a minority must maintain a consistent viewpoint and so there needs to
be agreement among the different members of the minority group. In addition to this, the findings
also concluded that inconsistent minorities lack any real influence on majorities due to the
inconsistent views within the group and so their opinions are perceived as groundless.
Although the study demonstrates that a consistent minority is more influential, its findings lack
ecological validity due to the artificiality of the laboratory setting. The lab does not reflect real-life
situations, such as when a minority are clearly exerting their influence towards the majority, and so
the environment lacks mundane realism, decreasing its ecological validity. Furthermore, Moscovici
used a biased sample as all the participants were female. Therefore, the results could be argued as
being gynocentric and so cannot be generalised to males. Additionally, Moscovici did not obtain fully
informed consent and so the participants would have been deceived. However, deception may have
been necessary in order to obtain valid results.
Another key factor is commitment. Commitment is an important process as it suggests confidence,
assurance and courage when dealing with an aggressive majority. Because joining a minority comes
at a greater cost than staying with the majority, the commitment shown by the minority is greater.
This then persuades the majority to take them or possible even adopt the views of the minority.
Nemeth (2010) suggested that dissent, in the form of the view of a minority, liberates people’s
thoughts and prompts them to search for information, consider more options and make better
decisions as a result of exposure to a minority view. Dissenters encourage people to express their
Up until the 1960s, most of the research into social influence was mainly focused on majority
influence (i.e. conformity). However, it has also been established that the majority opinion may
change over time due to the introduction of new ideas through a minority. A minority is often able
to influence the majority by introducing a certain view that goes against perceived social norms. E.g.
the suffragette movement. In an attempt to change the majority view, the minority creates a
conversion process.
One of the key variables in minority influence is consistency. When the majority is first exposed to
the views of the minority, they make the assumption that they have made a mistake due to their
views going against perceived social norms. If the minority adopt a consistent approach, it prompts
the majority to consider the minority view while re-evaluating their views and considering them
more carefully. A meta-analysis of 97 studies of minority influence, carried out by Wood et al,
revealed that minorities were substantially influential when they were perceived as being consistent
in their views.
To assess the effect of consistency in minority influence, Moscovici et al (1969) conducted a study to
see whether a consistent minority could influence a majority to give an incorrect answer in a colour
perception test. 157 participants, each with good eyesight, were placed in groups of 6, with two of
the participants being confederates. They were instructed to estimate the colour of 36 slides; each
slide was blue but differed in brightness. There were two conditions. In one condition, the
confederates called the slide green in all trials. This was the consistent conditions. In the inconsistent
condition, the confederates called the slide green 24 times and blue 12 times. The findings revealed
that participants in the consistent condition were influenced by the minority and called the slides
green in 8.4% of the trials. 32% of participants in the consistent condition reported a green slide at
least once. However, participants in the inconsistent condition were less influenced by the minority
and called the slides green in only 1.3% of the trials. The results concluded that it is vital that the
members of the minority behave consistently if they wish to influence the majority to change its
views. Individual members of a minority must maintain a consistent viewpoint and so there needs to
be agreement among the different members of the minority group. In addition to this, the findings
also concluded that inconsistent minorities lack any real influence on majorities due to the
inconsistent views within the group and so their opinions are perceived as groundless.
Although the study demonstrates that a consistent minority is more influential, its findings lack
ecological validity due to the artificiality of the laboratory setting. The lab does not reflect real-life
situations, such as when a minority are clearly exerting their influence towards the majority, and so
the environment lacks mundane realism, decreasing its ecological validity. Furthermore, Moscovici
used a biased sample as all the participants were female. Therefore, the results could be argued as
being gynocentric and so cannot be generalised to males. Additionally, Moscovici did not obtain fully
informed consent and so the participants would have been deceived. However, deception may have
been necessary in order to obtain valid results.
Another key factor is commitment. Commitment is an important process as it suggests confidence,
assurance and courage when dealing with an aggressive majority. Because joining a minority comes
at a greater cost than staying with the majority, the commitment shown by the minority is greater.
This then persuades the majority to take them or possible even adopt the views of the minority.
Nemeth (2010) suggested that dissent, in the form of the view of a minority, liberates people’s
thoughts and prompts them to search for information, consider more options and make better
decisions as a result of exposure to a minority view. Dissenters encourage people to express their
