Behavioural State

• Three factors for successful minority influence

  1. Consistency
  2. Commitment
  3. Flexibility
• Consistency

  • Wood et al carried out a meta analysis of 97 studies on minority influence, and found that those perceived was being consistent were more influential.
• Synchronic Consistency


  Where all the people in the minority say the same thing.
• Diachronic Consistency

  Where the minority stays consistent in their views over time.
• Commitment

  • Suggests certainty, confidence and courage in the face of a hostile majority.
• Flexibility

  • Mugny suggests that flexibility is more effective than rigid arguments, as the minority must negotiate with the hostile majority.
  • Some degree of flexibility is more effective than none at all.