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Heuristic processing of distinctiveness information in minority and majority influence

✍ Scribed by Gerd Bohner; Elisabeth Frank; Hans-Peter Erb

Publisher: John Wiley and Sons
Year: 1998
Tongue: English
Weight: 125 KB
Volume: 28
Category: Article
ISSN: 0046-2772
DOI: 10.1002/(sici)1099-0992(199809/10)28:5<855::aid-ejsp894>3.0.co;2-p

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✦ Synopsis

The role of distinctiveness information in majority and minority in¯uence was studied. Students read a message containing strong or weak arguments advocated by a minority or majority source. The communicator's minority (majority) status was said to be either distinctive to the target topic or nondistinctive across topics. Major dependent variables were attitude judgments and cognitive responses. Across conditions, messages were processed systematically, and a majority communicator tended to be more persuasive than a minority communicator. Most importantly, high distinctiveness led to greater in¯uence than low distinctiveness, and this eect was independent of argument strength and minority versus majority status. Theoretical and applied implications of these ®ndings are discussed.

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