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Social Influence – Minority Influence

4. Experimental Evidence

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About this Lecture

Lecture

In this lecture, we think about some experimental evidence for minority influence, focusing in particular on: (i) Moscovici and Asch as key researchers in conformity; (ii) Moscovici’s colour hue study, which replicated the conditions of pressure from Asch’s study, but with the more ambiguous stimuli of colour hues; (iii) Moscovici’s finding that inconsistency reduced the impact of minority influence in this case; (iv) Moscovici’s follow-up study, wherein participants responded to the same colour hue differences in private, with no external pressure in this case; (v) Moscovici’s additional finding, that participants who experienced the minority influence (public announcement of results) condition carried over their minority influenced bias to the private announcement condition, showing the maintenance of this influence.

Course

In this course, Professor Gordon Sammut (London School of Economics) explores minority influence. In the first lecture, we think about contrasting the influence of a minority to that of a lone individual. In the second lecture, we think about the concept of a minority presenting a legitimate alternative to the current way of thinking/acting. In the third lecture, we think about some minority influence processes, including three strategies of consistency, commitment, and flexibility. Next, we think about some key experimental evidence for minority influence. In the fifth and final lecture, we think about some ways in which majority and minority influence may or may not be differentiated.

Lecturer

Professor Gordon Sammut is a visiting fellow in the Department of Psychological and Behavioural Science at the London School of Economics and Political Science. Professor Sammut’s research interests are in intercultural and intergroup relations, the theory of social representations and modalities of social influence. Some of Professor Sammut’s recent publications include 'The Psychology of social Influence: Modes and Modalities of Shifting Common Sense' (2021) and '‘Social Re-presentation for…’: An Action-Oriented Formula for Intergroup Relations Research' (2020).

Cite this Lecture

APA style

Sammut, G. (2022, June 01). Social Influence – Minority Influence - Experimental Evidence [Video]. MASSOLIT. https://www.massolit.io/courses/social-influence-minority-influence/experimental-evidence

MLA style

Sammut, G. "Social Influence – Minority Influence – Experimental Evidence." MASSOLIT, uploaded by MASSOLIT, 01 Jun 2022, https://www.massolit.io/courses/social-influence-minority-influence/experimental-evidence

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