AO3 MINORITY INFLUENCES

AO3: LACKS VALDITY IN THE STUDIES

P - the studies are carried out in artificial lab settings, include irrelevant stimulus material (like the colour of slides) and take place over a very small period of time.

E - In addition, lab studies can not replicate the pressure and opposition faces by real world minorities as they can't simulate the power and status differences.

E - due to the atypical stimulus material, they also don't capture the influence of the 'zeitgeist' and it's effects on the effectiveness of a minority. (Hogg + Vaughn - the minority is more successful if their opinion matches the 'zeitgeist')

L - Minority influence studies can not accurately replicate the conditions affecting the influence of minorities and therefore lacks mundane realism

AO3: DOES INDICATE SOME OF THE LIKELY PROCESSES INVOLVED

- consistency

- principled serious arguments

- refutation

- snowball effect

- social crypto amnesia

- media attention

- ISI, credibility and status