Minority influence occurs when the minority changes the beliefs and opinions of the majority group.
Individuals often comply with the majority whereas they are converted by the minority.
The likely conditions for minority influence include:
- consistency,
- flexibility,
- commitment,
- relevance of minority argument.
Research studies into minority influence
Moscovici suggests that minority influence and majority influence work in different ways:
- Majority influence is the result of compliance.
- Minority influence is the result of conversion.
However, Latené and Wolf suggest that minority influence ad majority influence work in similar way. Their Social Impact Theory, which can be used to explain both majority and minority influence, suggests that social influence can be related to:
- strength,
- number and status,
- immediacy.
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