Majority and minority influence: Source-position imbalance as a determinant of message scrutiny.

Two experiments addressed the issue of whether endorsement of a position by a numerical majority or a minority leads to greater scrutiny of the information presented in a persuasive message. In Exp 1, a counterattitudinal position was endorsed by a majority or a minority and was supported by strong or weak arguments. Argument quality had a larger impact on attitudes with majority than with minority endorsement. In Exp 2, a proattitudinal or a counterattitudinal message was endorsed by a majority or a minority and was supported by strong or weak arguments. When the source and message position were unexpected (i.e., majority-counter and minority-pro messages), argument quality had a larger impact on attitudes than when the source and message position were expected (i.e., majority-pro and minority-counter messages). Thus, either majority or minority endorsement can enhance message scrutiny if the source-position pairing is surprising. (PsycINFO Database Record (c) 2010 APA, all rights reserved)