commitment

• The degree to which members of a minority are dedicated to a particular cause or activity. The greater the perceived commitment, the greater the influence.
• Commitment is important in influencing as it suggests certainty, confidence and courage in the face of the hostile majority Because being part of the minority has greater cost for a person, the degree of commitment shown by minority group members is typically greater
• Commitment should involve a level of SUFFERING, risk or inconvenience - - the majority will question why the minority are willing to suffer for their views, and therefore are taken more seriously (this is known as the “augmentation principle”)
• This commitment may then persuade majority group members to take them seriously, or even convert to the minority