Reports of a Public Manifestation: Their Impact According to Minority Influence Theory

Abstract

Abstract Hypotheses based on minority influence theory (Moscovici, 1976) about the effects on the acceptance of influence of numerical strength and alleged endorsement of the minority's cause by a leader were examined. French-Canadian undergraduates read an account of a march held by a feminist group to sensitize the public to violence against women. Predictions inspired from laboratory findings were that subjects would react favorably without alleged endorsement to the movement's appeal as a function of size increment (45 vs. 200 vs. 2,000 marchers), whereas they would react more favorably when endorsement was alleged, regardless of numbers. Main effects of numerical strength were found for the rating of usefulness of the march and willingness to join a future march. A critical mass effect, attained with 200 marchers, was not increased with 2,000. With alleged leader's endorsement, the march with the largest crowd was judged the most useful, but similar willingness to attend a future march was expressed whatever the crowd size. As hypothesized, greater commitment was attributed to the marchers when leader's support was intimated. The findings suggest that members of the majority could identify with a minority whose cause was supported by a prestigious leader, even if it was small, whereas they needed the assurance of numbers to follow a leaderless minority.