The Social Impact of Majorities and Minorities.

  title={The Social Impact of Majorities and Minorities.},
  author={Bibb Latan{\'e} and Sharon Wolf},
  journal={Psychological Review},
Previous theorizing about social influence processes has led to the emergence of two research traditions, each focusing on only a subset of influence situations. Research on conformity looks at the influence of the majority on a passive minority, whereas research on innovation considers the influence of active minorities on a silent majority. In the present article, we review these two lines of research, as well as some recent evidence, from the perspective of a new theory of social impact… 

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