3. Minority Influence - Studies

Moscovici et al. (1969)

Investigate whether a minority can influence a majority and the importance of consistency.

Female participants in groups.

Participants judged the colour of slides while a minority gave incorrect answers.

A consistent minority had greater influence than an inconsistent minority.

Supports consistency as an important factor in minority influence.

However, the artificial colour task has low ecological validity.

Nemeth & Brilmayer (1987)

Investigate the effect of flexibility on minority influence.

72 male students.

Mock jury decided compensation for a ski accident; minority was either uncompromising or negotiated.

A flexible, negotiating minority was more effective than an uncompromising one.

Supports the importance of flexibility alongside consistency.

Biondo et al. (1971)

Investigate whether locus of control affects susceptibility to influence.

Students.

Compared people with internal and external loci of control when exposed to attempts to change their attitudes.

Externals were more influenced by direct attempts; internals were more resistant.

Supports individual differences in conformity, although locus of control did not predict all forms of influence.

Ritchie & Phares (1969)

Investigate whether locus of control affects susceptibility to persuasion.

Participants with different loci of control.

Participants received persuasive messages from sources with different levels of prestige.

Externals were more persuaded by high-prestige sources.

Supports the influence of personality and source characteristics

Avtgis (1998)

Investigate the relationship between locus of control and conformity.

Meta-analysis of previous studies.

Combined findings from research on locus of control and social influence.

Externals were generally more conforming, although results were mixed.

Supports a relationship between locus of control and conformity, but it is not straightforward.

Burger (1987)

Investigate whether desire for control affects conformity.

55 students.

Participants rated cartoons after three confederates had given their ratings.

Those with a high desire for control were less likely to conform.

Supports the role of individual differences. However, the task was artificial.

Neto (1995)

Investigate cultural differences in conformity.

Portuguese female university students.

Used an Asch-type conformity task.

Portuguese participants showed higher conformity than Asch's Americans.

Supports the influence of culture, although differences between studies may have other explanations.

Whittaker & Meade (1967)

Compare conformity across cultures.

Brazilian and Zimbabwean students.

Used an Asch-type task.

Zimbabwean participants showed higher conformity; Brazilian participants were similar to Asch's Americans.

Suggests conformity varies across cultures.

Chandra (1973)

Investigate cultural differences in conformity.

Native Fijians and Indians.

Used an Asch-type line judgement task.

Native Fijians showed 36% conformity and were more conforming than Indians.

Supports the role of cultural factors in conformity.

Timaeus (1968)

Investigate cultural differences in conformity.

German students.

Used an Asch-type conformity task.

Germans were less conforming than Americans.

Suggests conformity is affected by culture and historical context.

Milgram (1961)

Investigate conformity in a different cultural setting.

Norwegian participants.

Used a conformity procedure.

Norwegians showed higher conformity.

Provides evidence for cross-cultural differences.

Perrin & Spencer (1980)

Test whether Asch's findings applied to England.

English participants.

Used an Asch-type conformity task.

Found a virtual absence of conformity.

Challenges the generalisability of Asch's findings.

Triandis et al. (1988)

Investigate the influence of culture and ingroup membership.

Japanese and US students.

Compared conformity to ingroup members and strangers.

Japanese participants were more likely to conform to ingroup members than strangers.

Supports the importance of culture and social identity.

Berry (1967)

Investigate whether cooperative cultural values affect conformity.

Temne of Sierra Leone and Canadian Inuit.

Compared the groups using an adaptation of Asch's line task.

The Temne showed higher conformity than the Inuit.

Supports the idea that cultures emphasising cooperation and collective effort may produce greater conformity.

Smith & Bond (1996)

Investigate conformity differences between individualistic and collectivistic cultures.

133 studies across 17 countries.

Meta-analysis of Asch-type conformity studies.

Collectivistic countries generally showed higher conformity.

Strong cross-cultural evidence that culture affects conformity, although culture is not the only factor.

Nemeth & Brilmayer (1987)

72 male students

Burger (1987)

55 students

Chandra (1973)

36% conformity

Smith & Bond (1996)

133 studies, 17 countries