minority influence

minority influence

form of social influence, leads to the majority to convert their beliefs, values and opinions to match the minority

3 factors needed to enhance effectiveness of minority

• consistency

• commitment

• flexibility

consistency

minority must keep the same beliefs over time and amongst themselves that form the minority, its effective as it draws attention causing the majority to reassess the situation and rethink about their own views, leads to cognitive conflict

commitment

minority must demonstrate dedication to be more effective, this could be through a personal sacrifice or by engaging in extreme activities, its effective as it shows that the minority isn’t acting out of self interest

flexibility

relentless commitment can be seen and unreasonable and unbending, which is off-putting, it’s effective when the minority are willing to listen and adapt their point of view, this ability to compromise causes the majority to be more sympathetic