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Conversion theory is Serge Moscovici’s conceptual analysis of the cognitive and interpersonal processes that mediate the direct and indirect impact of a consistent minority on the majority (Moscovici, 1976).

When the world's most powerful person speaks, it makes sense to listen carefully.
Populism is brewing in many Western democracies. Is there a way to fight back? It may be too late — at least this time around.
How do you de-code the word-of-mouth tipping point? This PR guide will help you identify and target the right type of referrers to succeed.
While majorities often push normative social influence, minorities tend to strive for the ethical high ground according to Conversion Theory.
Do you aspire to design a viral loop for your business? Bring out your calculator — it's time for viral math.
Jerry Silfwer aka Doctor Spin is an awarded senior adviser specialising in public relations and digital strategy. Based in Stockholm, Sweden.