SECTION: Minority Influence
TOPIC: Social Influence
SUMMARY OF KEY IDEAS (K/U)
1. Minority influence is when the minority group changes opinions and behaviours of the majority using different
processes to encourages change. This leads to internalisation, a permanent conversion.
2. Consistency – When consistent with their views overtime it can increase the interest and attention received from the
majority. When a whole minority group agrees on the same thing or the views are expressed for a long amount of time
people are more likely to rethink their views.
3. Commitment – Commitment shows dedication to the minority’s views, it draws more attention and shows they’re not
just in it for self-benefit. Some risk or sacrifice encourages the minority to question why they are taking such strong
action. Also called the Augmentation Principle.
4. Flexibility – There should be a balance between consistency and flexibility. A rigid view is unlikely to convert majority
views and minority is seen as unreasonable. But with slight compromise or adaptations this can lead to better
acceptance and internalisation.
RELEVENT EVIDENCE – Consistency
Moscovici - Blue and Green Slides – In a group of six people with 2 confederates, they were shown a set of 36 blue slides
and asked to state whether they were blue or green.
In 1 group the confederates (minority) consistently said green. In the second they answered green for 24/36 slides,
inconsistent answers. The naïve participants agreed 8.4% of the time in group 1 and 1.25% in group 2. Despite low levels of
conformity there is a significant difference depending of the level of consistency.
Process of Change – Deeper processing
Hearing a new opinion, opposing the majority causes people to think and question their own view. This deeper
processing is important in conversion, the conformity begins slowly but the more it happens the rate speeds up, this is
called the snowball effect.
PEEL STRENGTH PEEL WEAKNESS
Over 100 studies testing consistency with minority Artificial Task – Moscovici’s study lacks mundane realism.
influence were meta-analysed. All showed those who It is far from replicating how minorities influence
were consistent were most influential suggesting it is at majorities in real life, as situations such as campaigning
least the minimum requirement to persuade a majority. and protesting are more important, causing greater
impact if change were to occur. Also in the study
PEEL STRENGTH minorities are simple the smallest group but often in real
Nemeth investigated flexibility in which participants were life minorities are more disadvantaged.
in groups of four and had to agree on the amount of For example, protests of climate change action is easier
compensation they would give to a victim of a ski-lift said than done to conform to. It limits explanations of
accident. how minority works in the real world.
PEEL WEAKNESS
1) When the confederate (representing minority)
Minority influence show little power – The results of 8%
argued low compensation with no flexibility they
and 1.25% show the influence is rare and therefore
had little impact
suggests a non-useful concept.
2) When they were flexible but still argued a lower
This can explain why in the real-world minority influence
compensation the final agreement was closer to
is a slow process.
the minority.
Highlights importance of flexibility and adds mundane
realism.
TOPIC: Social Influence
SUMMARY OF KEY IDEAS (K/U)
1. Minority influence is when the minority group changes opinions and behaviours of the majority using different
processes to encourages change. This leads to internalisation, a permanent conversion.
2. Consistency – When consistent with their views overtime it can increase the interest and attention received from the
majority. When a whole minority group agrees on the same thing or the views are expressed for a long amount of time
people are more likely to rethink their views.
3. Commitment – Commitment shows dedication to the minority’s views, it draws more attention and shows they’re not
just in it for self-benefit. Some risk or sacrifice encourages the minority to question why they are taking such strong
action. Also called the Augmentation Principle.
4. Flexibility – There should be a balance between consistency and flexibility. A rigid view is unlikely to convert majority
views and minority is seen as unreasonable. But with slight compromise or adaptations this can lead to better
acceptance and internalisation.
RELEVENT EVIDENCE – Consistency
Moscovici - Blue and Green Slides – In a group of six people with 2 confederates, they were shown a set of 36 blue slides
and asked to state whether they were blue or green.
In 1 group the confederates (minority) consistently said green. In the second they answered green for 24/36 slides,
inconsistent answers. The naïve participants agreed 8.4% of the time in group 1 and 1.25% in group 2. Despite low levels of
conformity there is a significant difference depending of the level of consistency.
Process of Change – Deeper processing
Hearing a new opinion, opposing the majority causes people to think and question their own view. This deeper
processing is important in conversion, the conformity begins slowly but the more it happens the rate speeds up, this is
called the snowball effect.
PEEL STRENGTH PEEL WEAKNESS
Over 100 studies testing consistency with minority Artificial Task – Moscovici’s study lacks mundane realism.
influence were meta-analysed. All showed those who It is far from replicating how minorities influence
were consistent were most influential suggesting it is at majorities in real life, as situations such as campaigning
least the minimum requirement to persuade a majority. and protesting are more important, causing greater
impact if change were to occur. Also in the study
PEEL STRENGTH minorities are simple the smallest group but often in real
Nemeth investigated flexibility in which participants were life minorities are more disadvantaged.
in groups of four and had to agree on the amount of For example, protests of climate change action is easier
compensation they would give to a victim of a ski-lift said than done to conform to. It limits explanations of
accident. how minority works in the real world.
PEEL WEAKNESS
1) When the confederate (representing minority)
Minority influence show little power – The results of 8%
argued low compensation with no flexibility they
and 1.25% show the influence is rare and therefore
had little impact
suggests a non-useful concept.
2) When they were flexible but still argued a lower
This can explain why in the real-world minority influence
compensation the final agreement was closer to
is a slow process.
the minority.
Highlights importance of flexibility and adds mundane
realism.
