Abstract

The present study investigated relative validity of the theories concerning social influence of majority and minority. Under the conditions of consistent ingroup categorization, crossed categorization (ingroup-outgroup, outgroup-ingroup), and consistent outgroup categorization, the public and private influence were measured. A 3(group categorization)×2(size of sources)×2(response type) mixed factorial design was used with the last factor as a within-subject variable. Sixteen subjects were randomly assigned to each condition including two conditions of crossed categorization. Since the task certainty was held in a relatively high level, it was assumed that interpersonal validation would be possible. The main findings of this study are as follows. First, the degree of social influence was highest in the consistent ingroup categorization condition, and the remaining conditions were ordered as outgroup-ingroup, ingroup-outgroup, consistent outgroup categorization condition. This was interpreted as a supportive evidence for the social identity theory and self-categorization theory. Second, majority exerted more influence on the public response than the private response, but a reverse trend was found in the minority condition. Thus, dual process theory which assumes an interaction effect between source size and response type was supported. This result is also consistent to the previous studies (Hahn, 1994 ; Jung & Hahn, 1992). Third, the interaction effect between group categorization and response type was not statistically significant, and this result was interpreted as a supportive data for the social identity theory and self-categorization theory. Finally, a 3-way interaction effect among group categorization, size of sources, and response type was not significant, but the overall trend was found as predicted.