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Mascovici, Lage, and Naffrechoux (1972) demonstrated that a constant, repetitive, vocal minority can
influence the majority. Nemeth, Swedlund, and Kanki built on this to show that repetition is not necessary; it is
only necessary that the majority perceive confidence and consistency in the viewpoint of the minority for
minority influence to occur. Minority and majority influence is linked to normative and informational
influence; the minority can only have informational influence and the majority uses normative influence
because it defines the group norms. |