AO1 WHAT EXPLAINS MINORITY INFLUENCE

CHARACTERISTICS OF THE GROUP

1. commitment

2. consistency

3. convincing arguments

4.flexibility

5. ISI rather than NSI

6. immediacy

commitment

need to be committed to their argument and also willing to make sacrifices

consistency

minorities must be consistent and persistent

sincere and committed to their beliefs

wood et al - found consistent minorities were more influential

flexibility

compromise

can't be rigid and dogmatic

ISI rather than NSI

need to be seen as experts on the topic they are trying to push

immediacy

lots of time with them or physically close to them

FACTORS WITH THE INDIVIDUAL

1. socialcrypto amnesia

2. cognitive activity

3. group membership and self-categorisation

socialcrypto amnesia

the ideas expressed have to be dissociated from the person spreading the message

WHEN RECEIVING INFO FROM -VE REFERENCE GROUP

cognitive activity

minority influence requires us to understand why the minority holds that view

group membership and self-categorisation

David and Turner's logging study and Newcomb - minority influence happens more easily when it comes from an in-group

Maass et al - PERSUADED A STRAIGHT MAJORITY TO SUPPORT GAY RIGHTS - more effective if message came from an in-group

REAL WORLD MINORITY INFLUENCE

1. foot in the door effect

2. protest

3. use of mass media

4. the law

foot in the door effect

campaigns start with small steps and build to make larger change

protest

pressure

use of mass media

make use of experts (ISI) and celebrities

doesn't matter if it's an -ve or +ve reference group

the law

compelled employers not to discriminate

brings about obedience to authority

OTHERS

1. snowball effect

2. refutation

3. size of the majority

snowball effect

a few individuals in the majority shift to the minority

individuals become more comfortable expressing the opinions of the minority

what is the snowball effect sped up by?

refutation

refutation

if the minority can prove the majority are wrong, minority influence increases

size of the majority

Moscovici and Nemeth argue minority of one is more influential than 2

- no divided attention

- consistency

larger and growing minorities are influential