Minority influence Conformity research suggests that the majority exerts an important influence However, if the majority always wins, how does society.

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Presentation transcript:

Minority influence Conformity research suggests that the majority exerts an important influence However, if the majority always wins, how does society ever change? Can a minority influence the majority? What determines whether they will succeed? www.psychlotron.org.uk

Studies of minority influence Moscovici et al (1969) A study of minority influence Similar to the Asch study, but with a minority of confederates trying to influence a majority of real participants www.psychlotron.org.uk

Studies of minority influence Moscovici et al (1969) Minority influence is possible but: Smaller effect than majority influence Requires consistency Affects private attitudes (internalisation) not just public behaviour (compliance) Key process is informational influence www.psychlotron.org.uk

Factors in minority influence Size of minority Spencer & Perrin (1998) Consistency of minority Moscovici (1971) Confidence of minority Nemeth (1973) www.psychlotron.org.uk

Minorities are successful if… They share common ground with the majority ‘One of us’ is more influential than ‘one of them’ They are consistent and confident Their beliefs must appear strong www.psychlotron.org.uk

Minorities are successful if… They are non-dogmatic Reasonable people are more influential They work to draw attention to their viewpoint If the majority can ignore them, they will ignore them www.psychlotron.org.uk

Minority influence processes Social Conflict Minority dissent produces conflict in society People move towards the minority to reduce conflict Snowballing As some individuals adopt the minority view they start to influence a greater number of people www.psychlotron.org.uk

Minority influence processes Social Cryptamnesia By the time the minority view has become the majority, people have forgotten it was ever a minority view www.psychlotron.org.uk