5- minority influence (consistency, commitment and flexibility)

Minority Influence

A form of social influence in which a small group or individual persuades the majority to adopt their beliefs, attitudes or behaviours. Leads to internalisation.

Consistency (Minority Influence)

When the minority keeps the same message over time (diachronic consistency) and between members (synchronic consistency). Shows confidence in their viewpoint and makes the majority more likely to reassess their own views.

Diachronic Consistency

The minority presents the same message over a long period of time, showing stability and certainty.

Synchronic Consistency

The minority members all agree and present the same message at the same time.

Commitment (Minority Influence)

When the minority shows dedication to their position (e.g., personal sacrifice). This draws attention to their argument and demonstrates certainty, making their message more influential (augmentation principle).

Augmentation Principle

When the minority appears willing to suffer or make sacrifices for their views, their message is taken more seriously by the majority.

Flexibility (Minority Influence)

The minority’s willingness to adapt their viewpoint and compromise when appropriate. Shows they are reasonable and increases likelihood of majority change.

Why Flexibility Is Important

Being too rigid can make the minority seem dogmatic

Conversion Process

The minority influences the majority through deeper processing. Over time this leads to internalisation where new ideas become accepted.

Snowball Effect

When minority influence slowly spreads and gathers momentum until it becomes the majority view.

Moscovici et al. (1969) Study Aim

To investigate whether a consistent minority could influence a majority in a colour-perception task.

Moscovici et al. (1969) Study Method

Groups of 6 (4 participants, 2 confederates) judged colour of blue slides. Minority consistently said slides were green or inconsistently said green on some trials.

Moscovici et al. (1969) Findings

Consistent minority influenced 8% of trials

Strength — Research support for consistency

Moscovici et al. found that a consistent minority was more influential than an inconsistent one. This supports the idea that consistency increases minority influence.

Limitation — Artificial research (Moscovici)

The colour-slide task is unrealistic and lacks ecological validity. Real-life minority influence (e.g., political change) is more complex, limiting generalisability.

Strength — Research support for deeper processing

Studies show minority views cause deeper cognitive processing than majority views, supporting the idea that minority influence can lead to internalisation.

Limitation — Minority influence is often slow

Real social change takes a long time because people resist minority views. This means minority influence may have limited practical impact.

Limitation — Often indirect

Minority influence may not change the main issue directly but instead causes shift on related issues first. This makes it less immediate and less powerful compared to majority influence.

Strength — Real-world applications

Historical examples (e.g., suffragettes, civil rights movement) show minority influence processes such as commitment, consistency, and the augmentation principle in action.

Limitation — Commitment can be seen as extremism

If minorities appear too extreme, hostile, or deviant, people may resist their message, which reduces their influence despite strong commitment.

Strength — Flexibility is supported by research

Nemeth found that minorities are more effective if they show flexibility. This supports the idea that a balance between consistency and compromise is crucial.