Minority Influence and Innovation

Social groups form an important part of our daily lives. Within these groups pressures exist which encourage the individual to comply with the group's viewpoint. This influence, which creates social conformity, is known as '¬~majority influence' and is the dominant process of social control. However, there also exists a '¬~minority influence', which emerges from a small subsection of the group and is a dynamic force for social change. This book seeks to identify the conditions under which minority influence can prevail, to change established norms, stimulate original thinking and help us to see the world in new ways. It covers: Processes and theoretical issuesthe factors which affect majority and minority influenceinteractions between majority and minority group members This book offers a thorough evaluation of the most important current developments within this field and presents consideration of the issues that will be at the forefront of future research. It will be of interest to theorists and practitioners working in social psychology.Martin Robin is the author of 'Minority Influence and Innovation ' with ISBN 9781841695945 and ISBN 1841695947.