Minority influence

• What does minority influence refer to?

  Influence by a small group on a majority
• How can a minority be more persuasive?

  By having a certain behavioral style and characteristics
• What are the key characteristics that enhance minority influence?

  • Consistency
  • Commitment
  • Flexibility
• Why is consistency important for minority influence?

  It increases interest and prompts rethinking of views
• What was the influence percentage in Moscovici's study when confederates were consistent?

  8.4% of the trials were influenced
• What happened to the influence percentage when the minority was inconsistent in Moscovici's study?

  It dropped to 1.25%
• What is the augmentation principle in minority influence?

  Demonstrating dedication through personal sacrifices
• Why might a minority not be taken seriously by the majority?

  If they stand to gain something from their advocacy
• What does flexibility in minority influence require?

  Compromise and acceptance of counterarguments
• What was the outcome in Nemeth's 1986 study when the confederate compromised?

  The majority changed their offer to meet his lower amount
• What can happen if a minority is too flexible?

  They may appear indecisive and weak
• How does rigidity affect a minority's persuasive power?

  It makes them unpersuasive and dogmatic