How Minority Influence Works
Minority influence is more likely to occur if the point of view of the minority is consistent, flexible, and appealing to the majority. Having a consistent and unwavering opinion will increase the appeal to the majority, leading to a higher chance of adaption to the minority view. However, any wavering opinions from the minority group could lead the majority to dismiss the minority's claims and opinions.
Majority influence occurs when people conform to certain beliefs and behaviours in order to be accepted by others. Unlike majority influence, minority influence can rarely influence others through normative social influence because the majority is indifferent to the minority's perspective of them. To influence the majority, the minority group would take the approach of informational social influence (Wood, 1994), or social proof. By presenting information that the majority does not know or expect, this new or unexpected information catches the attention of the majority to carefully consider and examine the minority's view. After consideration, when the majority finds more validity and merit in the minority's view, the majority group has a higher chance of accepting part or all of the minority opinion.
Although the majority group may accept part or all of the minority view, that fact does not necessarily indicate that the majority has been completely influenced by the minority. A study by Elizabeth Mannix and Margaret Neale (2005) shows that having the support from the majority leader could be the critical factor is getting the minority opinion to be heard and be accepted. The support of the leader gives the majority more confidence in the merit of the minority opinion, leading to an overall respect for the minority. The strength of the "key people" (Van Avermaet, 1996) comes from the reputation built from their consistency of behaviors and ideas. Involving key people will benefit the minority view because people are more open to hear from others who they trust and respect. In minority influence, a few influential leaders can influence the opposing majority to the minority's way of thinking. In the end, having a more supportive and active minority group could lead to innovative and better decision making.
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“A minority is powerless while it conforms to the majority; it is not even a minority then; but it is irresistible when it clogs by its whole weight.”
—Henry David Thoreau (1817–1862)
“A bestial and violent man will go so far as to kill because he is under the influence of drink, exasperated, or driven by rage and alcohol. He is paltry. He does not know the pleasure of killing, the charity of bestowing death like a caress, of linking it with the play of the noble wild beasts: every cat, every tiger, embraces its prey and licks it even while it destroys it.”
—Colette [Sidonie Gabrielle Colette] (1873–1954)
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—Mary Kay Blakely (20th century)