Conception and analysis of an integrated, process-oriented theory of the group phenomena convergence, polarization, and minority influence

Universität Zürich > Philosophische Fakultät > Psychologisches Institut > Sozialpsychologie > Prof. Dr. Heinz Gutscher
Mosler Gutscher

Completed Research Project

Title / Titel: Conception and analysis of an integrated, process-oriented theory of the group phenomena convergence, polarization, and minority influence

Original title / Originaltitel: Konzeption und Analyse einer integrierenden, prozessorientierten Theorie zu den Gruppenphänomenen Konvergenz, Polarisation und Minoritäteneinfluss

Summary / Zusammenfassung: The subject of the present social-psychological research grant application lies at a crucial core of the discipline. The topic is social influence, or three phenomena that play a central role in the course of mutual, social influencing processes within groups: convergence, polarization, and minority effects. Prior research on social influence used numerous theories and ideas to explain the individual phenomena, discussed mainly independently of each other. There is at present no outlook that would integrate these various theoretical approaches. We intend to develop and validate an integrated, comprehensive theory of these group phenomena upon the basis of an extension of the Elaboration Likelihood Model. The theory will be formalized and realized as a computer model, so that previous, static theory concepts that refer only to the single individual may be seen in their dynamics and expanded to analyze "real” group processes.
We envisage the following goals: (a) the development of integration-capable single theories and a comprehensive theory of the group phenomena convergence, polarization, and minority influence, (b) validation of the individual theories and the comprehensive theory using existing experimental findings, (c) conducting of novel experiments within the framework of simulation and derivation of empirically testable implications, (d) demonstration of the possibility of a gain in social psychological knowledge through the use of theory- and findings-based simulations.
The project could – through its successful further development of and integration of previously separate topics of discussion in this key area – strengthen the position of Swiss basic research in social psychology on the international scene. The project would supply much-needed impetus to basic research as well as, with a look towards the future of the discipline, give it an attractive profile of content issues. Moreover, a better understanding of the group phenomena has a significant potential for applications. After all, in view of highly evident ecological and social crises, there is a strong need for social innovation and change.

Publications / Publikationen: Mosler, H.-J., Ammann, F. & Gutscher, H. (1998). Simulation des Elaboration Likelihood Model (ELM) als Mittel zur Entwicklung und Analyse von Umweltinterventionen. Zeitschrift für Sozialpsychologie, 29, 20-37.
Ammann, F., Mosler, H.-J. & Gutscher, H. (1997). Wie wirkt Überzeugungsarbeit in einer Population entsprechend Umweltbetroffenheit, Umweltwissen und vorhandener Voreingenommenheit? In: Kaufmann-Hayoz, R. (Hrsg.), Allgemeine Ökologie zur Diskussion gestellt. Bedingungen umweltverantwortlichen Handelns von Individuen, Nr. 3/1. Bern: IKAOE, 91-99.

Keywords / Suchbegriffe: attitude, Elaboration Likelihood Model, computer simulation

Project Leadership and Contacts / Projektleitung und Kontakte

Hans-Joachim Mosler (Project Leader)	mosler@sozpsy.uzh.ch
Heinz Gutscher (Project Leader)	gutscher@sozpsy.uzh.ch

Duration of Project / Projektdauer: Oct 1996 to Oct 1998