a small group of individuals or just one individual
minority influence occurs when an individual or a small group influences the attitudes and behaviour of a larger group.
what 3 ways did psychologists identify that a minority can change the views of a majority?
consistency, commitment and flexibility.
how should minority be consistent?
continuously presenting the same message to the majority.
minority members must display a commitment to persuade the majority group to take them seriously and to join them
One way for a minority to demonstrate commitment is by taking risks/suffering for their cause, which is known as the augmentation principle.
Nemeth argued to be successful a minority must be flexible, demonstrating an ability to negotiate its position with a majority, rather than enforce it.
