Minority influence

• Definition - is a form of social influence where members of the majority group change their beliefs or behaviours because the minority influencing their decisions, this usually leads to interalisation. The minority must be consistent, show commitment and be flexible in their behaviour
• Consistency - keep repeating the same beliefs to majority, over time (diachronic synchrony) between all individuals (synchronic consistency), majority then consider the minority idea more carefully
• Commitment - must show dedication and make personal sacrifices when facing a majority, engage in quite extreme activities to draw attention to their views. Present some rick to the minority this shows greater commitment, majority group pay even more attention. Known as the augmentation principle.
• Flexibility - too much consistency can be seen as dogmatic, rigid and may stop the majority moving over to the minority viewpoint. Need to adapt their point of view and accept reasonable counter-arguments. Strike a balance between consistency and flexibility
• AO3 · Research to support importance of consistency in minority influence - Moscovici – when the minority consistently called the blue slides green they were more likely to influence the majority – showing how consistency is an important part of minority influence.
• ·AO3 - Real life example of how a minority can influence a majority – suffragette movement – they were consistent with their message of equal rights for women, they showed commitment by making personal sacrifices e.g. arrested – supporting consistent and commitment in minority influence.