Transcript Moscovici: The conversion Theory • If an individual is exposed to an argument that is opposing or contradicts with there own thoughts, then.

Moscovici: The conversion Theory
• If an individual is exposed to an argument that is
opposing or contradicts with there own thoughts,
then this creates a conflict. In order to reduce this,
the individual tries to understand the argument and
why it deviates from the majority.
• With minority influence, the members of majority
are more likely to analyse the content, rather than
just conform like in majority influence.
Evaluation of Conversion theory
• Mackie: It is majority the promotes greater
message processing.
• False consciousness effect – believing most
other people think the same way we do.
• When faced with a majority position that
appears different from their own, the
individual engages in careful processing of
majorities message, in order to understand
why there is a difference.
Moscovici’ Study
• Moscovici’s Study. (Minority affects the majority)
Aim:
• To see whether a consistent minority of participants could influence
a majority to give a incorrect answer in a colour perception test.
Procedure:
• 172 participants- With no colour blindness
• Six participants at a time were asked to estimate the colour of 36
slides.
• All the slides were blue, but of different brightness
• Two of the six participants were accomplices of the experimenter.
Two Conditions:
• Consistent- The two accomplices called the slides green on all trials
• nconsistent- The two accomplices called the slides green 24 times,
and blue 12 times
Continued:
Findings:
• Participants in the consistent condition yielded and called the slides green
84% of the trials.
• 32% of participants in the consistent condition reported a green slide at
least once.
• Participants in the inconsistent condition yielded and called the slides
green in only 1.3% of the trials.
Conclusions
• Minorities can influence a majority in certain circumstances
• Consistency was found to be the most important factor
• Commitment
• Relevance (Time ofchange-1969)
• nformational social influence
• nternalisation (Conversion)
• Minority influence --- Internalisation