Minority Influence

Process of Change

Hearing something new can make someone think more deeply about it, especially if the source of the other view is consistent, committed and flexible.

Minority Influence

A form of social influence in which a minority of people persuades others to adopt their beliefs, attitudes or behaviours

Consistency

Minority influence is more effective when the minority keeps the same beliefs, both over time (diachronic consistency) and between all the individuals that form the minority (synchronic consistency)

Diachronic Consistency

Consistency of minority views over time

Synchronic Consistency

The minority saying the same thing

Commitment

Minority influence is more powerful if the minority demonstrated dedication to their position (personal sacrifices)

Flexibility

Relentless consistency can be seen as counter-productive if the majority views it as unbending and unreasonable

Research Support for Consistency (Minority Influence)

Moscovici et als blue/green slide asked groups of 6 to view a set of 36 blue-coloured slides and state whether they were blue or green

Research Support for Deeper Processing (Minority Influence)

Martin et al (2003) presented a message supporting a particular viewpoint and measured participants agreement

Artificial Task (Moscovici)

Moscovicis task of identifying the colour of a slide is far removed from how minorities attempt to change the behaviour of majorities in real life such as in that of jury decision making