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Minority. Influence. Moscovici: The conversion Theory.
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Moscovici: The conversion Theory • If an individual is exposed to an argument that is opposing or contradicts with there own thoughts, then this creates a conflict. In order to reduce this, the individual tries to understand the argument and why it deviates from the majority. • With minority influence, the members of majority are more likely to analyse the content, rather than just conform like in majority influence.
Evaluation of Conversion theory • Mackie: It is majority the promotes greater message processing. • False consciousness effect – believing most other people think the same way we do. • When faced with a majority position that appears different from their own, the individual engages in careful processing of majorities message, in order to understand why there is a difference.
Moscovici’ Study • Moscovici’s Study. (Minority affects the majority) Aim: • To see whether a consistent minority of participants could influence a majority to give a incorrect answer in a colour perception test. Procedure: • 172 participants- With no colour blindness • Six participants at a time were asked to estimate the colour of 36 slides. • All the slides were blue, but of different brightness • Two of the six participants were accomplices of the experimenter. Two Conditions: • Consistent- The two accomplices called the slides green on all trials • nconsistent- The two accomplices called the slides green 24 times, and blue 12 times
Continued: Findings: • Participants in the consistent condition yielded and called the slides green 84% of the trials. • 32% of participants in the consistent condition reported a green slide at least once. • Participants in the inconsistent condition yielded and called the slides green in only 1.3% of the trials. Conclusions • Minorities can influence a majority in certain circumstances • Consistency was found to be the most important factor • Commitment • Relevance (Time ofchange-1969) • nformationalsocial influence • nternalisation(Conversion) • Minority influence --- Internalisation