Posted by Harris Beringer on 28 Sep 2006 /
0 Comment
Moscovici’s studies have found evidence that a minority can in fact have influence over a majority. But what factors manifest this influence? Moscovici, Lage, and Naffrechoux (1969) found that minorities could influence the majority even when not endowed with power, status, or expertise. In later studies, Moscovici confirmed his two step process to gain influence as a minority. First the minority had to create a conflict with the majority norm, an accepted idea. Then, to exert influence, the minority needed to be consistent to appear confident and knowledgeable. Current research suggests that consistency is the foundation of minority influence, yet I will argue that status, as a supplement to consistency, also plays a major role. As long as the minority appears consistent, status could potentially bolster the conversion effect, in three main ways.
