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Social Influence 2 (Minority Influence (Moscovici Study (Findings/Conclusi…
Social Influence 2
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Minority Influence
Moscovici Study
Procedure
Six people viewed 36 blue-green slides varying in intensity, and stated whether they were blue or green.
3 Conditions - confederates consistently saying slides were green, confederates being inconsistent about colour of slides, and a control group with no confederates
Findings/Conclusions
Consistent Minority condition - participants gave same wrong answer on 8.42% of trials. 32% gave same wrong answer on at least one trial
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Consistency Increases amount of interest from other people. Synchronic Consistency (all saying the same thing) and Diachronic Consistency (been saying it for a long time)
Commitment Engaging in extreme activities to draw attention to their cause. Augmentation Principle (majority pay even more attention)
Flexibility Don't be extremely consistent - seen as rigid, unbending, inflexible and dogmatic. Off-putting to majority. Adapt to their point of view and accept reasonable and valid counter-arguments.
Snowball Effect - over time, more people become converted (switch from the majority to the minority). The more this happens, the faster the rate of conversion. Gradually the minority becomes the majority, and social change has occurred.
Social cryptoamnesia - people have a memory that a change happened but do not remember how or when. The events leading to the change are lost to memory.
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