minority influence

Creates a conversion process where the minority adopt a message and others test this position. Want to know why the minority hold this view point

Consistency

• minority has to be consistent in their views

• Increase interest from others

• Synchronic consistency is where the minority all say the same the same thing

• Diachronic consistency is where the minority has been saying the same thing for a long time

Moscovici

• Group of 4 naive p’s + 2 confederates (a minority) were shown blue coloured slides

• In the consistent condition, the confederates said they were green

• Influenced the naive p’s to say green on 8% of trials

• In the inconsistent condition the confederates called 2/3 of them green

• This didn’t influence naive p’s

• He concluded that a consistent minority is more effective than an inconsistent minority

Commitment

The minority must be committed to their beliefs, they may engage in extreme activities to demonstrate their commitment

Flexibility

Nemeth claims that consistency can sometimes be off putting. Therefore minority influence if more effective if the minority is willing to consider there point of views

AO3

• Research support for consistency- Moscovici

• Artificial tasks - much of the research is far removed from how minorities attempt to change the behaviour of majorities in real life. In real cases like jury decision making or political campaigning the outcomes are vastly more important. These findings lack external validity