Majority and minority influence: A dual role interpretation

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de Vries, N.K.; de Dreu, C.; Gordijn, E.; Schuurman, M.;
  • Subject: international

This chapter offers an analysis of majority vs. minority influence using the Heuristic-Systematic Model of persuasion (HSM). We evaluate evidence for and against leading perspectives such as Conversion Theory. Next, research and theory is reviewed suggesting that majori... View more
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