Minority Influence- Evaluation

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  • Created by: MollyL20
  • Created on: 15-10-20 19:56
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  • Minority influence- Evaluation
    • Research support for consistency
      • Moscovici et al (1969) showed that consistent minority opinion had a greater affect of other people than what an inconsistent opinion did
      • Wood et al (1994) carried out a meta-analysis of almost 100 similar studies and found that the minority's who were seen as being the most influential were those who were consistent
      • Both studies suggest that consistency is a major factor in minority influence
    • Research support for depth of thought
      • Martin et al's study shows that the change to a minority position does involve deeper processing idea
      • Martin et al (2003) gave participants a message supporting a particular viewpoint and measured their support.
      • One group of participants then heard a minority group agree with the initial view while another group heard this from the majority group. They were fully exposed to conflicting views and their attitudes were measured again
      • Martin found that people were less willing to change their opinions if they had listened to the minority group rather than the majority group
      • This suggests that the minority message had been more deeply processed and had a enduring effect, supporting the central argument
    • Artificial tasks
      • A limitation of this is the task involved is artificial.
      • Research evidence is therefore far removed from how minorities attempt to change their behaviour of the majorities in real life
      • Such as a jury's decision making, the outcomes are vastly important.
      • This means that finding the minority influence studies such as Moscovici are lacking external validity and are limited in what they can tell about how minority influence works in real life social situations

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