Influencing those who influence us: The role of expertise in the emergence of minority influence

Although individuals are often influenced by experts, individuals themselves can be experts—and, in such instances, it is important to understand who influences their attitudes. That is, to whom do experts turn to for guidance when considering their own preferences? The present research proposes that, while novices are more influenced by majority endorsements, experts are more influenced by minority endorsements. This hypothesis is based on the...