6 - Minority Influence

Minority Influence

occurs when consistent, confident individuals or groups challenge prevailing paradigms and views.

• This proves that even a few can shape the beliefs of many

Serge Moscovici

developed the Conversion Theory which challenged the idea that change only comes from within the majority.

Conversion Theory

a model explaining how consistent minorities influence majorities by promoting deep cognitive processing and private acceptance

• unlike majority influence which produces only surface compliace.

• Comparison Process (Majority Influence)

• Validation Process (Minority Influence)

Two Processes of Influence:

Comparison Process (Majority Influence)

People publicly conform with a majority group, driven by a need to fit in.

• This results in compliance that is direct, immediate, but not temporary.

Validation Process (Minority Influence)

The minority draws attention by breaking unanimity. Members then carefully reconsider their arguments.

• Leads to conversion, an indirect, delayed, and durable change.

Delayed Social Influence

This refers to a time-lagged change in a person’s private opinion or attitude that happens after being exposed to a minority’s message, even if there was no immediate public agreement.

Example:

• A student disagrees with a classmate’s idea about using solar energy but changes their mind days later after reflecting on the points made.

Idiosyncrasy Credits

explaining that members who have earned trust or status through positive contributions gain “credits” that allow them to disagree or go against the group without being rejected.

Idiosyncrasy Credits

Example:

• A team leader who has consistently helped the group succeed suggests a new, unusual strategy. Even if others disagree, they listen instead of rejecting the idea because the leader has earned ____________ through past contributions.

• Unanimity Rules

• Majority Rules

Decision Rules and Dissent: (2)

Unanimity rules

(everyone must agree) enhances minority power

Majority Rules

weaken minority influence, since the group can ignore dissent.

Dynamic Social Impact Theory

stating that influence depends on the strength, immediacy, and number of sources

• Consolidation

• Clustering

• Correlation

• Continuing diversity

Over time, repeated interactions within groups lead to: (4)

Consolidation

As individuals interact with one another regularly, their actions, attitudes, and opinions become more uniform.

Clustering

As the law of social impact suggests, people are more influenced by their closest neighbors, so clusters of group members with similar opinions emerge in groups.

• Implicit influence

• Informational influence

• Normative influence

• Interpersonal influence

Sources of Group Influence:

(4) I-I-N-I

Implicit Influence

Unconscious and automatic cognitive, emotional, or behavioral reactions to others, rather than deliberate responses.

Mimicry

The unconscious imitation of others’ behaviors, such as copying gestures or speech patterns.

Mindlessness

A state of reduced awareness where actions are based on habit or routine instead of conscious thought.

Implicit Influence

You start feeling anxious because others around you look worried, even though no one says anything.

Mimicry

You unconsciously cross your arms or smile after the person you’re talking to does.

Mindlessness

In Ellen Langer’s photocopier experiment, people waiting in line were more likely to let someone cut ahead just because that person gave a reason—even a meaningless one like, “Can I use the copier because I need to make copies?”

Informational Influence

Change-promoting interpersonal processes that are based on the informational value of the responses of others in the situation.

• During a fire drill, you’re unsure where to go, so you follow others who seem to know the way.

Social Comparison

The tendency to evaluate our beliefs, abilities, or opinions by comparing them with those of others to judge accuracy or self-worth

• A student compares their test score with classmates to see if they did well.

False Consensus Effect

The tendency to overestimate how much others share our beliefs or behaviors, assuming our views are more common than they actually are.

• Someone who skips breakfast assumes most people do the same because they think it’s normal.

Dual Process Theories of Influence

Explain that influence occurs through two routes:

• Direct processes

• Indirect processes

Direct processes

involve rational thinking and analysis (e.g., persuasion, discussion)

Indirect processes

rely on automatic or emotional responses (e.g., imitation, herding).

Dual Process Theories of Influence

You carefully analyze a friend’s argument about healthy eating (direct process), but also start eating healthier just because everyone else does (indirect process).

Heuristic

A mental shortcut or rule of thumb used to make quick judgments when information is limited or unclear.

• You assume a product is good because it’s expensive — using the shortcut “price equals quality.”

Cascade

A rapid shift in opinions spreading through a group after people observe others changing their views.

Cascade

Example (Russell Clark’s Study):

In jury simulations, observers’ decisions shifted after each round of voting, showing how one person’s changed opinion can trigger a cascade that influences the whole group.

Normative Influence

When people change their behavior or attitudes to fit group norms, standards, or expectations in order to be liked or accepted

• A student laughs at a joke they don’t find funny just to fit in with friends.

Cognitive Dissonance

The uncomfortable feeling that occurs when a person’s beliefs and actions conflict, motivating them to restore consistency.

• A person who values honesty feels uncomfortable after lying and tries to justify it to reduce the tension.

Focus Theory of Normative Conduct

Explains that descriptive norms (what most people do) and injunctive norms (what people approve of) influence behavior when they are brought to attention or made salient.

Example:

• People are more likely to throw trash in a bin when a sign reminds them, “Most people here keep the area clean.”

Interpersonal Influence

Occurs when group members encourage conformity and discourage or punish nonconformity, sometimes using pressure or rejection to make others follow group norms.

Example:

• A group pressures a member to agree with their plan and criticizes them for suggesting a different idea.

Interpersonal Rejection

When a group excludes or ignores someone who goes against group norms.

Example:

• Classmates stop including a student who constantly disagrees with the group’s opinions.

Black-Sheep Effect

The tendency for people to judge a deviant ingroup member more harshly than an outsider who behaves the same way.

Example:

• A student from your own school cheats on a test, and you judge them more harshly than a student from another school who did the same.

Bystander Effect

The tendency for people to be less likely to help in an emergency when others are present. The larger the group, the less personal responsibility each person feels, due to diffusion of responsibility—the belief that someone else will help.