ABSTRACT
Social-influence processes are linked to the change in individual evaluations, the perception and assessment of the objects which constitute the field of social co-existence, also to the transformation of social relations and eventually the way terms of structure, conservation and social reality change are being processed. This chapter examines the paradigmatic change introduced by Moscovici's genetic model, it sees how a perspective, which enriched the meaning of influence and brought about new phenomena, has been received and treated over time. The research into the underlying cognitive processes of majority and minority influence, the general interplay between dual-process models and social influence, as well as the acknowledgement of the diachronically groundbreaking character of Moscovici's proposal, brought indisputable benefits for social-influence research. The simultaneous activation of multiple categories contours the field where two essential mechanisms, determining the success of a minority influence attempt, confront and interact.
