Social Psychology: Group Polarization, Groupthink, and Minority Influence

Group Polarization

  • Definition: A process where the initial preferences of a group become more extreme following group discussion.
  • Myers and Bishop (70s) Study: Research comparing prejudice levels before and after discussion on racial issues. High-prejudice groups became more prejudiced, while low-prejudice groups became less so. Moderate groups showed no change in attitude.

Reasons for Group Polarization

  • Heuristic Processing (Low Effort):
    • Consensus Heuristic: The belief that if a majority holds an attitude, it must be correct.
    • Social Comparison Theory: Individuals monitor group attitudes and shift their own to match or exceed the group norm to be a "good" member.
  • Systematic Processing (High Effort):
    • Persuasive Arguments: Exposure to new, supportive arguments from others strengthens and bolsters a person's original attitude.
    • Majority Argument Discussion: Arguments held by the majority are discussed and elaborated upon more frequently, increasing their perceived persuasiveness.

Groupthink

  • Definition: A phenomenon where group decision-making is impaired by the drive to reach consensus, often leading to faulty decisions.
  • Examples: NASA officials' decision to launch the space shuttle Challenger; jury deliberations where pressure for a unanimous verdict exists.
  • Contributing Processes:
    • Failure to consider all available information.
    • High group cohesiveness and shared goals.
    • Public conformity and the suppression of individual doubts.
  • Symptoms:
    • Illusions of Invulnerability: Belief that the group is beyond error and nothing can go wrong.
    • Collective Rationalizations: Focusing only on reasons that support the chosen decision while ignoring opposing data.
    • Self-Censorship: Members refrain from voicing doubts or opposing views to avoid conflict or rejection.

Reducing Groupthink

  • Encourage a group atmosphere where voicing opposing positions is expected.
  • Appoint a "Devil's advocate" to formally challenge the majority's views.
  • Bring in an outsider to evaluate group decisions from an objective perspective.
  • Reduce the leader's role to distribute power equally and decrease the fear of punishment for dissenting.

Minority Influence

  • Primary Question: Can a minority or individual influence a majority? Research initiated by Serge Moskovici in the late 1960s, inspired by the US civil rights movement.
  • Moskovici Study: Participants judged blue slides. A minority (two confederates) consistently labeled the slides "green."
  • Results: In the experimental group, 32% of participants agreed with the minority at least once, compared to 0% in control groups.
  • Mechanism: Influence occurs through careful systematic processing. Novel or unique minority views capture attention and prompt critical evaluation.
  • Factors Increasing Influence:
    • Consistency and Logic: Presenting a rational argument consistently.
    • Flexibility: Appearing consistent on core beliefs while showing a willingness to compromise on minor issues.
    • Commitment: Showing willingness to suffer or sacrifice for the position (e.g., hunger strikes).
    • Autonomy: Demonstrating that the position is held firmly regardless of majority pressure.