Beyond Conflict and Discrepancy: Cognitive Bias in Minority and Majority Influence

The authors studied effects of majority and minority support on persuasion for nondiscrepant positions. In two experiments, students (N = 188) read messages on previously unknown attitude objects. These messages were attributed to numerical majorities (high consensus) or minorities (low consensus). The results show that consensus information can bias systematic processing of message content. High consensus evoked positively biased cognitive responses that focused on message content (convergent processing), whereas low consensus elicited negatively biased processing that pertained to new aspects of the issue (divergent processing). Post-message attitudes were more positive under high consensus than under low consensus; this effect was mediated via thought valence but not via thought convergence. In Experiment 2, these effects were replicated if consensus information preceded message processing but not if it was presented after message processing. Furthermore, in both experiments, cognitive activity was low...