Minority influence (Moscovici, 1976).
Be careful here. This reference (1976) is different to the key study (which was 1969). It relates to Moscovici's theories instead.
Minority influence comes from informational social influence. Informational social influence causes changes in ideas and beliefs which create a long term conversion in thinking and understanding which lasts.
Minority influence results in individuals internalising new ideas.
Minorities must be consistent in their behaviour to influence a majority group.
Minority groups should be flexible and not rigid in their beliefs. Nemeth (1986) found that inflexibility of minority will reduce the likelihood of social influence and make it less likely that the majority will change their ideas, so minority influence is not successful.
The social impact theory predicts that as the size of the majority grows, the influence of the minority decreases, both in public and in private there is an attitude change.
Smith et al (1996) found that if a majority discussed and thought about the issues the minority out forward then minority influence would be more likely/stronger so internalisation of new ideas effects a stronger social influence than just conforming to a social norm. Mass and Clark (1983) found that minorities caused a change in private/opinions/attitudes before a change in public behaviour.
Moscovici’s study showed that when the majority consistently judged the slides to be green rather than blue, the majority followed them on 8.42% of trials. However, Moscovici (1969) found that consistency of behaviour from a minority group or individual is not always maintained so minority influence may not be a successful process of social influence.
Nemeth (1986) found that inflexibility of minority will reduce the likelihood of social influence and make it less likely that the majority will change their ideas, so minority influence is not successful.
Minority influence does not always lead to social change; minorities are not only lacking in social power but may also be seen as “deviant” by the majority.
Assess Moscovici’s (1976) theory that a minority can socially influence groups. (8) June 2016
Evaluate how the minority influence of local shop owners could change the behaviour of people dropping food waste. (12) June 2017
Evaluate how social influence can explain Miska’s success in getting his brothers to agree to the new farming method. (12) October 2019