1. 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?

2. 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

3. 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

4. Factors in minority influence
Size of minority
Spencer & Perrin (1998)
Consistency of minority
Moscovici (1971)
Confidence of minority
Nemeth (1973)

5. 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

6. 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

7. 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

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