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While conformity involves the influence of a majority on an individual, minority influence involves a small group (or individual) changing the attitudes and behaviours of a larger group. This topic is central to understanding how social change occurs — from the suffragette movement to civil rights and environmental activism.
Key Definition: Minority influence is a form of social influence in which a minority of people persuade others to adopt their beliefs, attitudes, or behaviours. It leads to internalisation — a genuine, lasting change of private opinion.
Serge Moscovici et al. (1969) conducted a landmark study to demonstrate that a consistent minority can influence the majority.
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