The effects of majority size on minority influence

Clark, Russell D.; Maass, Anne

doi:10.1002/ejsp.2420200203

Cited by 35 publications

(22 citation statements)

References 18 publications

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“…Reference theory (Stafford, 1971) refers to the notion that comparison groups are used as frames of reference by individuals to determine their own self-status or relative position in a social system. Empirically, Asch's (1955) experiments of majority influence on individuals and the studies that followed used small anonymous reference groups at a single time point (e.g., Tanford and Penrod, 1984;Clark and Maass, 1990;Prislin et al, 2000). The individuals in these groups knew exactly how many members belonged to which subgroup (majority vs. minority).…”

Section: The Influence Of Perceived Group Size On Adoption Behaviormentioning

confidence: 99%

Being the same and different: A model explaining new product adoption

Timmor

Katz–Navon

2008

J of Consumer Behaviour

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The study suggests an alternative conceptualization for understanding adoption behavior over time, based on Optimal Distinctiveness Theory. This theory states that social identity derives from a fundamental tension between human needs for validation and similarity to others-the need for assimilation-and a countervailing need for uniqueness and individuation-the need for differentiation. The present study proposes that the effect of the size of the group of consumers who have already adopted a new product on an individual consumer's decision to adopt this product is contingent upon the consumer's two predispositions: the need for assimilation and the need for distinctiveness. Results of empirical research suggested that differently perceived subgroup sizes fulfill consumers' dual needs for distinctiveness and assimilation differently. The influence of the adopters' group size on a consumer's decision to adopt a new product varied among individuals with different levels of needs for distinctiveness and assimilation: when need for distinctiveness was low, the higher was the need for assimilation and the larger was the perceived group size, the higher was the probability of adopting the product. When the need for distinctiveness was high, the lower was the need for assimilation and the larger was the perceived group size, the lower was the probability of adopting the product. In addition, when the need for both distinctiveness and assimilation were high, the probability of adopting the product rose as the perceived group size increased. Implications for product variation, marketing communication, and target groups are discussed.

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Section: The Influence Of Perceived Group Size On Adoption Behaviormentioning

confidence: 99%

Being the same and different: A model explaining new product adoption

Timmor

Katz–Navon

2008

J of Consumer Behaviour

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“…The level of social infl uence of majorities and minorities is affected by their media exposure (Clark and Maass 1990;Mackie 1987;Martin, Gardikiotis, and Hewstone 2002;Nemeth, Wachtler, and Endicott 1977). The media's reporting of various groups, record labels in this research, affect the perception people have of those labels.…”

Section: Introductionmentioning

confidence: 90%

The Representation of Major and Independent Record Labels in Billboard Magazine

Hearn¹

2009

MEIEA Journal

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“…Referring to minority influence In particular, initial attitude -in terms of valence, polarization or discrepancy of positionhas been found to modify the strength (Maass, Clark and Haberkorn, 1982;Papastamou and Mugny, 1990;Clark and Maass, 1990) and the kind (e.g. direct versus indirect, Moscovici, 1980) of source impact.…”

Section: Initial Attitudementioning

confidence: 99%