Minority Influence in Virtual Groups: A Comparison of Four Theories of Minority Influence

This study examined minority influence within virtual groups and how members' geographic dispersion and argument consistency affect group decisions. Competing predictions were derived from several theories that were applicable but untested in the domain of online interaction: a double minority effect, the black sheep effect, congruity theory applied to groups, and the minority leniency contract framework. Online groups were created that had 4 collocated members or 4 geographically distributed members, or 2 collocated and 2 isolated members. Group members were provided biased distributions of information resembling a hidden profile to facilitate majority and minority positions resulting in 24 groups with a minority opinion holder geographically isolated or in proximity with one or more other members. The patterns of minority members' influence on majority members' decisions lent greatest support to the black sheep effect, congruity, and minority leniency approaches, depending on the respective location of the minority opinion holders and the consistency with which they argued their positions.