How Worthless is a Majority Opinion?

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By: Dwayne W. Waite Jr.

According to the Rensselaer Polytechnic Institute (RPI), it takes only 10% of a population to spread an idea in order to make it the majority opinion. The research suggests that as long as the 10% minority sticks to its guns, no matter what, its opinion will inevitably spread to be the overall preference.

The research was done by the institute's Social Cognitive Networks Academic Research Center (SCNARC). One of the conclusions reached was that being in the minority is an advantage, because as a participant, you have less of an incentive to compromise. The less ground you give, the more willing the majority is to come to your side. The article also suggests that this may explain why certain religious and political thoughts spread, and how certain fashion and tech trends spread.

How can this research be applied to advertising?

When it comes to consumer behavior, we have to keep our fingers on the up and coming trends in certain markets. Seeing a population that is non-compromising on certain items or views could prove to be a hat-tip toward the next big thing. Like Apple's iPod, or the tablet computer, fringe products can quickly became some of the hottest items.

It can also help marketers and advertisers influence the majority's opinion. Instead of focusing on changing the minds of an entire population, this research gives ground for communicators to dedicate time, energy, and dollars toward attempting to appeal and influence a small-but-loyal minority.

But, what if there are multiple 10% samples in the overall population? Do you add weight to the sample that is the "most committed"? Surely there are still plenty of questions, but this does provide a roadmap. Perhaps we should look at the ideas/beliefs being held, and decide which ones are mostly likely to be accepted. One thing about this research that could be further explored is how this idea-spreading theory could apply to crowdsourcing. Does a small population come with a committed idea, and people jump on board?

Is the Betty White craze a case study of this? Or looking farther back, the Chuck Norris jokes?

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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