Minority Influence and Compliance

Edited by Jamie (ScienceAid Editor), Taylor (ScienceAid Editor)

These two topics are similar, but it is very important that you do not confuse the two since there is a difference.

  1. 1
    Minority Influence
    .
    This involves a minority persuading the majority regarding a particular opinion.
    Advertisement
    Was this step helpful? Yes | No| I need help
  2. 2
    Compliance
    .
    This involves someone persuading you to agree to do something (usually buy their product).
    Was this step helpful? Yes | No| I need help

Minority Influence Study: Moscovici and Nemeth

The research into conformity has been focused on majority, and the effects of the minorities have been neglected.

Aim To discover how a minority affects a majority, depending on where they sit.
Method

Groups of 5 people (including one confederate) were asked to make jury-style decisions.

The confederate was either assigned to, or chose A, B, or C (see below). They also had to take a minority view.

Results Little influence when assigned to any seat. But when the confederate chose where to sit; position C was very influential.
Conclusion Minority influence is more likely when one is the focus of attention.
Evaluation This experiment has good ecological validity, as making decisions in a group is the sort of task that someone commonly encounters in their life.

Factors

Through research such as that described above, and others, Moscovici (1985) concluded minority influence was more likely under the following conditions.

  1. 1
    Consistency
    .
    The opinion expressed must remain the same.
    Was this step helpful? Yes | No| I need help
  2. 2
    Flexibility
    .
    The minority must not appear too rigid and dogmatic.
    Was this step helpful? Yes | No| I need help
  3. 3
    Commitment
    .
    If the minority shows itself dedicated to the issue, then conversion may result (where someone comes over to your cause), rather than compliance.
    Was this step helpful? Yes | No| I need help
  4. 4
    Relevance
    .
    The position must be consistent with social trends.
    Was this step helpful? Yes | No| I need help

Compliance

Compliance is getting other people to agree with a request. This is different from conformity, because it relates to a specific thing. An example would be salespeople selling door-to-door, or in a shop.

Was this helpful? Yes | No| I need help

Techniques for Gaining Compliance

Techniques for gaining compliance are based on the following things.

  1. 1
    Scarcity
    .
    Compliance is more likely when we think something is in short supply. For example, if you are told a shop only has one or two of the items left in stock, you will be more likely to buy it.
    Was this step helpful? Yes | No| I need help
  2. 2
    Friendship
    .
    If someone is our friend or we like them, compliance is more likely.
    Was this step helpful? Yes | No| I need help
  3. 3
    Social Validation
    .
    This is if we think we should do something. For example, we may be more likely to donate to charity because it is perceived as something we should do.
    Was this step helpful? Yes | No| I need help
  4. 4
    Authority
    .
    Compliance is more likely with an authoritative figure. It is important that you do not confuse this with obedience.
    Was this step helpful? Yes | No| I need help
  5. 5
    Reciprocity
    .
    If you owe a favour to someone, i.e they've already done something for you, you are apt to be more compliant. An example: If you go into a car salesroom and look interested, the salesperson may give you a warm drink, or if you are considering buying something very expensive they may take you out to dinner, etc. These are methods employed to make you more compliant.
    Was this step helpful? Yes | No| I need help

Referencing this Article

If you need to reference this article in your work, you can copy-paste the following depending on your required format:

APA (American Psychological Association)
Minority Influence and Compliance. (2017). In ScienceAid. Retrieved Dec 16, 2018, from https://scienceaid.net/psychology/social/minority.html

MLA (Modern Language Association) "Minority Influence and Compliance." ScienceAid, scienceaid.net/psychology/social/minority.html Accessed 16 Dec 2018.

Chicago / Turabian ScienceAid.net. "Minority Influence and Compliance." Accessed Dec 16, 2018. https://scienceaid.net/psychology/social/minority.html.

If you have problems with any of the steps in this article, please ask a question for more help, or post in the comments section below.

Comments

ScienceAid welcomes all comments. If you do not want to be anonymous, register or log in. It is free.

Article Info

Categories : Social

Recent edits by: Jamie (ScienceAid Editor)

Share this Article:

Thanks to all authors for creating a page that has been read 159 times.

x

Thank Our Volunteer Authors.

Would you like to give back to the community by fixing a spelling mistake? Yes | No