A01

• Minority influence occurs when a minority group or individual impacts the beliefs and behaviour of others, distinct from conformity, where the majority has the influence. Moscovici's 'blue slide, green slide' study exemplifies this. Participants viewed blue slides and had to determine their colour. Two confederates consistently labelled them green, leading true participants to agree on 8.42% of trials. When the minority was inconsistent, agreement dropped to 1.25%. 
• The key to minority influence lies in consistency, commitment and flexibility. Consistent views over time (diachronic) or within minority groups (synchronic) increase interest and prompt reevaluation of others' views. Moreover, visible commitment, even through extreme actions, draws attention and consideration, known as the augmentation principle.
• However, rigid consistency alone may prevent conversion. Instead, a balance between consistency and flexibility is crucial. This approach prompts deeper processing, leading to conversion over time—a phenomenon known as the snowball effect. As more individuals switch to the minority view, change accelerates until it becomes the majority perspective. Thus, a consistent, committed, yet flexible minority can drive gradual societal change.