These notes got me an A* as they are a combination of all the best AO1 and AO3 from the Hodder Education AQA textbook, Illuminate Publishing AQA textbook and my own class notes. They are worded to score highly on mark schemes as I have studied all past paper questions for Social Influence.
● Minority influence including reference to consistency, commitment and
flexibility.
- A form of social influence where members of the majority group change their behavior as
a result of a persuasive minority. Achieved through conversion.
- Usually occurs through Informational Social Influence (ISI) as minority influence allows
innovation to occur providing new information and ideas.
- Minority Influence most likely leads to internalisation as both public and private beliefs
are changed in the process. Therefore minority influence is a deeper processing.
Behaviour styles
Consistency (Moscovici) Commitment (Moscovici) Flexibility (Nemeth)
Consistency can make others Commitment can be Minorities need to show they
rethink their own views and demonstrated through the are prepared to amend views
increase the interest of the Augmentation Principle and accept compromise so
majority over time where minorities perform they don’t appear dogmatic.
extreme activities with known
Diachronic Consistency: consequences to increase Balance of consistency and
Consistent message over interest in motive. flexibility is required
time as shown by Nemeth
Commitment demonstrates a
Synchronic Consistency: strong motive.
Everyone in minority group
agrees E.g. 1910’s suffragettes
Social Cryptomnesia:
A gradual process of minority opinions becoming the majority. After adopting minority views, we
forget the origins of the new views. Instead of identifying with the minority groups, individuals
will disassociate the minority views from the people who promoted them e.g. hippies/recycling
The Snowball Effect: The majority is influenced by the minority gradually, the more converted
the faster the conversion rate.
Serge Moscovici et al (1969) : CONVERSION THEORY
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