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Moscovicis
Minority Influence
Minority Influence takes place when an individual
or small group influence the majority or a large
group to change their attitudes or behaviour
towards an issue
A real-life example of a minority influencing a
majority was the suffragette movement in the
early years of the 20th century. A small group of
suffragettes argued for the unpopular view that
women should be allowed to vote. The hard work
of the suffragettes finally led the majority to
accept their point of view.…read more

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Compliance and Conversion
Moscovicis made a distinction between compliance
and conversion.
Compliance is where the participants publicly
conform to the group norms but privately reject them.
Conversion involves how a minority can influence the
majority and involves convincing the majority that the
minority views are correct.
Conversion is different to compliance as it usually
involves both public and private acceptance of a new
view or behaviour (internalization).…read more

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How does the minority change
the majority view?
Since majorities are often unconcerned about
what minorities think about them, minority
influence is rarely based on normative social
influence.
Instead, it is usually based on informational
social influence so they are providing the
majority with new ideas, new information
which leads them to reconsider their views. In
this respect, minority influence involves
internalization.…read more

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Four Main Factors
Four main factors have been identified as important for a
minority to have an influence over a majority:
Behavioural style: How strongly the minority stick to their
beliefs
Style of thinking: If the minority can get the majority to discuss
and debate the arguments that the minority are putting
forward, influence is likely to be stronger (Nemeth, 1995).
Flexibility: If the minority are seen as inflexible and
uncompromising, they will be unlikely to change the views of
the majority.
Identification: People tend to identity with people they see
similar to themselves.…read more

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Moscovicis et al. (1969) Blue-
Green Study
Aim: To investigate the effects of a consistent
minority on a majority.
Procedure: The participants were placed in a
group consisting of 4 participants and 2 stooges.
They were shown 36 slides which were clearly
different shades of blue and asked to state the
colour of each slide out loud. In the first part of the
experiment the two stooges answered green for
each of the 36 slides (consistent). In the second
part of the experiment they answered green 24
times and blue 12 times (inconsistent).…read more

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