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Conformity to minority influence:

1. Moscovici's research
2. Explaining minority influence

Moscovici's research:
Moscovici et al (1969):
Investigating the idea that conformity doesn't just occur with
compliance but with internalisation as well
Moscovici proposed that if the minority was consistent on its
view it will cause conflict in the other…

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When the majority view is different to their view they look into the
message more to see why there is a difference in opinion. People don't
think of themselves as part of the minority so ignore their views and
chose not to waste time processing their message.

When is internalisation…


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