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Minority influence

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.

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Minority influence

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  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? www.psychlotron.org.uk

  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 www.psychlotron.org.uk

  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 www.psychlotron.org.uk

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

  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 www.psychlotron.org.uk

  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 www.psychlotron.org.uk

  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 www.psychlotron.org.uk

  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 www.psychlotron.org.uk

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