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A number of factors have been found to influence people's decisions to
Seeing other people resist a majority makes people realise that there is an
alternative minority view, this can reduce the likelihood of conforming behaviour.
Evidence: Asch (1956) found a few minutes' exposure could move people to a
majority view but much more persuasion is needed to take on a minority view.…read more

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People can `react' against the majority view simply because that is the
view most people hold. This might be a personality variable, since some
people are more reactive that others.
Evidence: Pennerbaker and Saunders (1976) suggest that reactance is
more likely if the majority view is perceived to infringe on personal
freedoms and the view appears overly authoritive and aggressive.…read more

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