publication . Article . 1996

Majority and minority influence: A dual role interpretation

N. de Vries; C.K.W. de Dreu; Ernestine Gordijn; M. Schuurman;
Open Access English
  • Published: 01 Jan 1996
  • Country: Netherlands
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 majority vs. minority influence differentially affect the processing of persuasive arguments. A dual-role interpretation of majority and minority influence is presented. First, numerical support for discrepant messages affects the decision to engage in systematic processing. Majority support is motivating in itself, whereas minority messages are processed systematically only when neglecting the message ...
Persistent Identifiers
free text keywords: international, Social Psychology, Persuasion, media_common.quotation_subject, media_common, Psychology, Minority influence, Dual role
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