Majority and minority influence: The use and effectiveness of social influence processes

Sarah Louise Hutson-Comeaux, Purdue University

Abstract

The present study explored the types of "social" influence processes underlying the impact of minority and majority factions. Six-person mock juries composed of members holding an initial 4:2 (majority:minority) ratio of opinions deliberated a civil lawsuit. Participants individually completed pre- and post-discussion measures of their direct and indirect attitudes toward the case. Jury deliberations were coded for statements reflecting informational influence, normative influence, interpersonal influence, or "other" processes. Final group verdicts and individuals' attitude change occurred in the direction of the faction holding the "not liable" position. In addition, minority members changed their attitude more toward the majority's position on the direct measure than on the indirect measure, and majority members changed toward the minority's position on both measures. Content analysis of the jury deliberations revealed that, as expected, minorities contributed more informational and interpersonal influence than majorities, and, contrary to expectations, majorities contributed less normative influence than minorities contributed. Regression analyses provided only partial support for traditional writings about the social influence processes underlying minority and majority influence. Specifically, the minority's use of informational influence was predictive of majority members' indirect attitude change; however, the majority's use of normative influence pressures was not predictive of minority members' direct attitude change. Results contradict previous assumptions in the literature that normative pressures to adhere to group norms and values underlie attitude change on direct measures. Informational influence, instead, was highly predictive of minority and majority members' direct attitude change. Furthermore, the results indicate that influence pressures from members of one's own faction and members of the opposing faction are both extremely important in predicting attitude change. A more complex view of the influence processes involved in freely interacting groups than has been previously explored in the minority influence literature is discussed.

Degree

Ph.D.

Advisors

Kelly, Purdue University.

Subject Area

Social psychology|Social structure|Communication

COinS