Minority Influence

• Minority influence refers to situations where one person or a small group influences beliefs and behaviour of others. It most likely leads to internalisation.
• Commitment: minority must display dedication to beliefs. Sometimes their behaviour may be extreme to make majority pay more attention.
• Consistency: minority must keep same beliefs overtime.

  Synchronic consistency: all saying the same thing.

  Diachronic consistency: saying same thing for a long time.
• Flexibility: minority must show this by sticking to their point but being willing to accept compromise.
• Moscovici et al wanted to see if consistent minority could influence majority. His sample consisted of 172 females who were told they were taking part in a colour perception task, they were placed in groups of 6 with 2 of them confederates. In one condition the confederates were consistent with the incorrect answer and in another they were inconsistent with the answers. He found the consistent condition lead to 8.4% agreement, and the inconsistent condition lead to 1.25% agreement.