minority influence

• where the minority influences the majority
• Consistency- if they remain stable in their argument over time then this draws attention to their point,
• Commitment- they need to show they are willing to fight for their point of view. that they are dedicated and willing to make a personal sacrifice (augmentation principle),
• Flexibility- this is where they cannot appear dogmatic in their views they need to be willing to compromise and negotiate.
• Likely to lead to internalisation which means influencing people’s public and private beliefs
• Commitment- augmentation principle which means you are willing to make a potential personal sacrifice for their view,
• Flexibility- if minorities are not flexible within their view then they may be seen as dogmatic and rigid- can negatively impact their cause
• If all three processes are used correctly they can lead to the process of change including conversion of views and the snowball effect