Social influence

minority influence.

Minority influence occurs when an individual or small group influences the attitudes and behaviour of a larger group.

consistency

Consistency refers to the way in which minority influence is more likely to occur if the minority members share the same belief and retain it over time. This then draws the attention of the majority to the minority.

Wood et al 1994

Carried out a meta analysis of 97 studies of studies of minority influence and found that minorities who were perceived as being especially consistent in expressing their positions were particularly influential

commitment

Commitment refers to the way that minority influence is more likely to occur if the minority shows dedication to their position. Commitment typically involves some form of personal sacrifice, which shows the majority that one is not just acting out of self-interest.

flexibility

Flexibility refers to the way in which minority influence is more likely to occur if the minority is willing to compromise. This means they cannot be viewed as dogmatic and unreasonable.