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.

Minority Influence and Innovation 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.

With chapters written by a range of expert contributors, areas of discussion include:

processes and theoretical issues

the factors which affect majority and minority influence

interactions 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. As such it will be of interest to theorists and practitioners working in social psychology.

Reviews

"This book is a gem. The chapters are of an extremely high quality, and Martin and Hewstone have done a wonderful job of ensuring that this is not just a collection of high-quality papers on current advances, but a coherent, integrated, and highly compelling treatise on the state of the art. It was a joy to read, a fascinating story and an engaging, balanced account of both classic and contemporary work. I would recommend it both to students seeking a inclusive introduction to the fascinating study of minority influence, and to seasoned scholars wanting an in-depth and critical coverage of current issues." - Richard Crisp, Centre for the Study of Group Processes,University of Kent, UK, in The Psychologist

"Minorities have influence as well as majorities, and y of how they relate to each other is a complex and fascinating one, told with breadth and precision by the fine array of researchers contributing to this volume. If this eloquent book is widely read, as it deserves to be, it will contribute to a social psychology that is more balanced, sophisticated and just: We will see people not only as conformists but as creators and innovators." – Bert H. Hodges, Gordon College, Massachusetts

"This is a wonderful book joining the recent chorus on the power and value of dissent. In contrast to the portrait of minorities as vulnerable or obstructive, this book collectively recognizes their persuasive power. With contributions from international scholars, the book effectively shows the range and complexity of methods used by minorities to exercise their influence, and provides both an historical account as well as a range of theories. It is a welcome addition to the field and should inspire both research and its application. Bravo." - Charlan Jeanne...