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Social InfluenceSocial Influence
Majority and Minority Majority and Minority InfluenceInfluence
OutlineOutline
Improving Group Effectiveness: Improving Group Effectiveness: Majority InfluenceMajority Influence
Majority vs Minority InfluenceMajority vs Minority Influence
How do influence processes work?How do influence processes work?
Improving Group Effectiveness: Improving Group Effectiveness: DissentDissent
Video Clip: 12 Angry MenVideo Clip: 12 Angry Men
Informational Influence and Informational Influence and Improving Group EffectivenessImproving Group Effectiveness
Avoid pluralistic ignoranceAvoid pluralistic ignorance
Share information with group; Share information with group; reduce uncertainty and ambiguityreduce uncertainty and ambiguity
Clarify faulty assumptionsClarify faulty assumptions
Normative Influence and Normative Influence and Improving Group EffectivenessImproving Group Effectiveness
Use group pressure on deviant Use group pressure on deviant membersmembers
Use high status members to model and Use high status members to model and reinforce new normsreinforce new norms
To find out real thoughts, ask privately To find out real thoughts, ask privately and anonymouslyand anonymously
Make desired norms clear and specificMake desired norms clear and specific
The Majority is PowerfulThe Majority is Powerful…but What About...…but What About...
GalileoGalileo
Susan B Anthony & Susan B Anthony & Elizabeth Cady Elizabeth Cady StantonStanton
Martin Luther King Martin Luther King Jr.Jr.
Majority and Minority Majority and Minority InfluenceInfluence
Majority influence:Majority influence:– Larger group influences smaller subgroup Larger group influences smaller subgroup
or individualsor individuals
Minority influence:Minority influence:– The individual or smaller group influences The individual or smaller group influences
the larger groupthe larger group
Moscovici & Minority Moscovici & Minority InfluenceInfluence
Criticized North American research Criticized North American research on conformity as on conformity as – ““fashioned and considered from the point fashioned and considered from the point
of view of the majority, authority and of view of the majority, authority and social control”social control”
He advocated a point of view ofHe advocated a point of view of– ““the minority, the deviant and social the minority, the deviant and social
change”change”
Why the dichotomy between European Why the dichotomy between European and North American scholars?and North American scholars?– Impact of ideology and values on scienceImpact of ideology and values on science
Moscovici & Minority Moscovici & Minority InfluenceInfluence
Color Perception Study (Moscovici and colleagues)
– 6 BLUE slides
– 4 naive subjects, 2 confederates
– Consistent condition
Confederates always said green
– Inconsistent condition
Confederates said green 24 times and blue 12 times
– Control condition Groups made up of just naive subjects
ResultsResults
0
5
10
15
20
Percentage saying GREEN
Control InconsistentMinority
ConsistentMinority
Color Perception Study: Phase Two
Discrimination task– 16 hues on blue-green spectrum
Results:– Participants in both experimental
groups had lower threshold for "GREEN“ than those in control group
Factors Affecting Minority Factors Affecting Minority InfluenceInfluence
InvestmentInvestment
Self-interestSelf-interest
Ingroup vs outgroup membersIngroup vs outgroup members
Flexibility and ConsistencyFlexibility and Consistency
Example of Flexibility & Example of Flexibility & Consistency Consistency
Nemeth et al (1974) Nemeth et al (1974)
Experiment similar to Moscovici’s, but the Experiment similar to Moscovici’s, but the confederates (Cs) say either green or confederates (Cs) say either green or green-blue green-blue – (all the slides still being blue) (all the slides still being blue)
Results:Results:– If Cs said these at random there was no effect If Cs said these at random there was no effect
on the majority on the majority – If Cs said them in a consistent way - green to If Cs said them in a consistent way - green to
the brighter slides and blue-green to the the brighter slides and blue-green to the dimmer slides, there was 21% influence dimmer slides, there was 21% influence
Minority Influence and Minority Influence and StatusStatus
Is early conformity important?Is early conformity important?– It may earn some ‘status’ with group It may earn some ‘status’ with group
membersmembers
Hollander’s studies on early conformityHollander’s studies on early conformity– 5 person groups; complex decisional task5 person groups; complex decisional task– Confederate demonstrated early conformity Confederate demonstrated early conformity
or notor not– Confederate showed nonconformity Confederate showed nonconformity – Results:Results:
Minority influence greater when confed. initially Minority influence greater when confed. initially conformedconformed
Theory of Idiosyncrasy Credits Theory of Idiosyncrasy Credits (Hollander)(Hollander)
To dissent To dissent effectively, you must effectively, you must first earn the right first earn the right by paying conformity by paying conformity dues called dues called idiosyncrasy credits.idiosyncrasy credits.
High status have High status have more idiosyncrasy more idiosyncrasy credits than low credits than low statusstatus
Reconciling Hollander and Reconciling Hollander and MoscoviciMoscovici
Different viewpoints:Different viewpoints:
Hollander: early conformity is goodHollander: early conformity is good
Moscovici: consistent nonconformity Moscovici: consistent nonconformity is importantis important
How Do Influence Processes How Do Influence Processes Work?Work?
Single process modelSingle process model– Social Impact TheorySocial Impact Theory
Dual process modelDual process model– Two processes: Compliance vs Two processes: Compliance vs
ConversionConversion
Social Impact TheorySocial Impact Theory
Latane’s Latane’s (1981, 1996)(1981, 1996) theory of dynamic theory of dynamic social impact social impact social influence is social influence is primarily a function of 3 variables:primarily a function of 3 variables:
1.1. Strength (status)Strength (status)
2.2. Immediacy (proximity)Immediacy (proximity)
3.3. Number (how many others are trying Number (how many others are trying to influence me? how big is my to influence me? how big is my group?)group?)
I = f(SIN)I = f(SIN)
Compliance vs Conversion
Majorities evoke only public conformity via Majorities evoke only public conformity via normative influence: normative influence: COMPLIANCECOMPLIANCE– Resolve conflict in public but resist change in private
because it threatens self-determination– Not very thoughtful process; results in changes in overt
behavior not necessarily private attitudes– Direct influence
Minorities evoke conversion via informational Minorities evoke conversion via informational influenceinfluence : : CONVERSIONCONVERSION– Fear of losing face/appearing deviant in public realm,
therefore resolve conflict in private realm– Force a systematic processing of information; results in
changed attitudes– Indirect influence
Compliance vs. Compliance vs. ConversionConversion
Example study Example study (Nemeth & (Nemeth & Wachtler, 1974)Wachtler, 1974)
5 person simulated jury5 person simulated juryMake award in personal injury Make award in personal injury casecaseConfederate argued for low Confederate argued for low awardawardResults:Results:– Direct influence: Direct influence:
Final vote: majority Final vote: majority unchanged- gave big awardunchanged- gave big award
– Indirect influence:Indirect influence:On second case gave On second case gave significantly smaller awardssignificantly smaller awards
Convergent & Divergent Convergent & Divergent ThinkingThinking
Exposure to minority:– Attend to more aspects of the situation– More divergent thinking– More likely to detect novel solutions or come to new
decisions
Exposure to majority:– More stressful– Focus on aspects of the stimuli pertinent to the majority
view– More convergent thinking– Tend to adopt proposed solution to neglect of more
novel solutions
Implications of Deviance for Implications of Deviance for Enhancing Group Enhancing Group
EffectivenessEffectivenessEncourage the expression of minority Encourage the expression of minority viewpointsviewpoints
Consider earning high status in group before Consider earning high status in group before deviatingdeviating
If low status, calmly and persistently present If low status, calmly and persistently present a reasonable argumenta reasonable argument
Avoid the Abilene ParadoxAvoid the Abilene Paradox
Minority InfluenceMinority Influence
Video: 12 Angry Video: 12 Angry MenMen
Small Groups ExerciseSmall Groups Exercise
Discuss the film clip you just Discuss the film clip you just watched. How did minority watched. How did minority influence work? Why do you think influence work? Why do you think the main character was able to the main character was able to persuade the other 11 jurors?persuade the other 11 jurors?