‘Zeitgeist’and minority influence—where is the causality: A comment on Clark (1990)

Does the mood of the time (Zeitgeist) facilitate the influence minorities are able to exercise, or is it itself direct product of minority influence? It is argued, from a social psychological definition of the minority–majority relation, that the former interpretation fails to explain many of the observed effects and in particular the conversion effect. A model is offered that is consistent with the second interpretation.