Distinguishing between silent and vocal minorities: not all deviants feel marginal.
People's opinions can deviate from that of the average group member in two ways. Descriptive deviants diverge from the average group attitude in a direction consistent with the desirable group attitude; prescriptive deviants diverge from the average group attitude in a direction inconsistent with the desirable group attitude. Three studies tested the hypothesis that descriptive deviants are more willing to express their opinions than either nondeviants or prescriptive deviants. Study 1 found that college students reported more comfort in expressing descriptive deviant opinions because descriptive deviance induced feelings of superior conformity (i.e., being "different but good"). Study 2 found that descriptive deviants reported more pride after expressing their opinions, were rated as more proud by an observer, and were more willing to publicize their opinions. Study 3 showed that political bumper stickers with descriptive deviant messages were displayed disproportionately more frequently than were those with prescriptive deviant messages.
Morrison
Kimberly Rios
KR
Graduate School of Business, Stanford University, Stanford, CA 94305, USA. krios@stanford.edu
Miller
Dale T
DT
D003220:Conflict, Psychological; D003469:Culture; D005260:Female; D006126:Group Processes; D006801:Humans; D007206:Individuality; D008297:Male; D009042:Motivation; D010549:Personal Satisfaction; D012925:Social Conformity; D012930:Social Dominance; D012933:Social Identification