Minority Influence and Social Change

• Consistency


  This is when each person in the minority group always expresses the same, unchanging opinion, perhaps over a long period of time. By showing consistency, the minority may influence the majority to think "They've all been saying the same thing for so long. Maybe they have a point?"
• Commitment


  This is when the minority shows persistence and determination, without giving in to pressure from the majority. By showing commitment, the minority may influence the majority to think, "They really must believe what they're saying. Perhaps i should consider their argument?
• Flexibility


  This is when the minority seems reasonable and non-pragmatic, by being open in their views. By showing flexibility, the minority may influence the majority to think "They seem really willing to discuss the issues. Perhaps i could engage with their argument?"
• Evidence for Consistency

  • Strong evidence - Moscovici -participants were more influenced by a consistent minority than by an inconsistent minority - shows consistency increases the effect of minority influence.
• Evidence for Commitment

  • strong evidence - Xie - found there was a tipping point of just 10% in a population needed, at which a committed minority group began to convert the majority to there way of thinking - this shows that commitment increases the effect if minority influence
• Evidence for Flexibility

  • Strong evidence - Nemeth - found in a simulated jury situation where participants had to discuss the amount of compensation someone injured in a ski-lift accident should receive, participants were more influenced by a minority who showed a willingness to compromise than a minority who appeared rigid in their opinion.