Minority Influence

Minority Influence

1. Moscovici et al (1969)

   • group of six, a minority of two confederates consistently said a obviously blue slide was green, aim to see if other participants were influenced by minority view
   • when minority consistently claimed blue sides were green, majority influenced about 8% of the time
     • when minority behaved inconsistently (green sometimes) majority influenced 1% of the time
   • suggest that although conformity levels nowhere near those when majority attempts to influence, a consistent minority can exert some influence
   • conversion to a minority position tends to be deep & long lasting
   • as well as consistency, commitment to position and flexibility also important

2. Evaluation

   • minority view not always effective
     • as don't process view so deeply
     • if majority express a different view to ours we might consider their view carefully to understand
     • Mackie (1987) claims don't spend as much time processing why a minority message is different to that of the majority
     • therefore minority message tends to be less influential than the position advocated by the majority
   • better decisions made by minorities
     • Dyne & Saavedra (1996) studied dissent as a form of minority influence, better decisions when a dissenting minority was present
     • Nemeth (2010) claims dissent 'opens' the mind, making us search for more info and consider more options
     • Shows dissenter liberate people to say what they believe, and stimulate thought even when they are wrong
   • Research supporting flexibility
     • as minorities are relatively powerless, they must negotiate rather than enforce their position
     • but being too flexible early on in negotiations, weakens the minority position as this suggests they have caved in to the majority
     • Nemeth & Brilmayer (1987) stimulated jury trial, found confederates holding a minority view who compromised with the majority were more influential
   • Tipping point for commitment
     • This is where the no. people holding a minority position is sufficient to change majority view
     • Xie et al (2011) 10% of committed opinion holders was necessary to 'tip' a majority into accepting the minority position
     • Minority only successful if also consistent in their expression of their alternative viewpoint
   • Convincing dissenting minorities are valuable is difficult
     • we superficially accept dissent to appear tolerant and democratic, but dissent is seen as disrupting group harmony
     • Nemeth argues majority viewpoints persist because a minority viewpoint is often belittled and dissenter are marginalised or threatened by repercussions
     • Means opportunities for innovative thinking, which minority influence brings is often lsot