Minority Influence

Minority influence

A form of social influence in which a minority influences the majority to adopt their beliefs attitudes or behaviours. Leads to internalisation or conversion

How is minority influence different to conformity?

Conformity is majority influence where the majority influences the minority which can lead to compliance or internalisation

Minority influence- where the minority causes a change in the majority which leads to internalisation/ conversion

How is minority influence similar to conformity?

its a form of social influence- there is a change in the behaviour and attitudes of some people as a result of exposure to the attitudes and behaviours of others

Who conducted the study?

Moscovici et al (1969)

In consistent condition how many said green

8%

In inconsistent condition how many said green?

1.25%

In control condition how many said green?

0.25%

Factors which make a minority effective

Consistency

Flexibility

Commitment

Consistency

Keeping the same beliefs:

1. Over time- diachronic consistency

2. Between members- synchronic

• Draws attention

• Increases amount of interest

• Makes people start to evaluate and consider own view in comparison

Flexibility

Minority may need to be prepared to adapt their position

• e.g. acceptable and valid counter arguments

Not flexible creates rigid, unbending and dogmatic minority= unappealing

Minorities have to strike right balance between consistency and flexibility (too flexible- undermines consistency

Commitment

Demonstration of their dedication to their position

• e.g. personal activities draw attention to

extreme activities draw attention

if risky draw even more attention = augmentation principle