Discuss consistency and flexibility as processes involved in minority influence. [8 marks]

ESSAY HINT: For this essay, you should demonstrate a clear understanding of both diachronic and synchronic consistency and show secure knowledge of flexibility as a process involved in minority influence. You should also support your discussion with relevant research, such as Moscovici and Nemeth, and use appropriate real-life examples, including the suffragette campaigns and the civil rights movement.

Minority influence is more likely to occur when the minority is both consistent and flexible. Consistency involves repeatedly expressing the same message, which encourages the majority to take the minority’s position seriously. This may involve synchronic consistency, where all members agree, or diachronic consistency, where the same position is maintained over time. Flexibility involves being willing to compromise and adapt. This prevents the minority from appearing rigid or dogmatic and makes its arguments seem more reasonable.

Research supports consistency as an important process in minority influence. Moscovici et al. (1969) asked groups of six participants to judge the colour of blue slides. Two confederates consistently called all the slides green, inconsistently called some green and some blue, or gave no minority response. Agreement with the minority was higher in the consistent condition, at 8.2%, compared with 1.25% in the inconsistent condition. This suggests that consistency increases minority influence because it creates conflict within the majority and encourages people to reconsider their own views.

Research also supports flexibility. Nemeth (1986) asked groups to decide compensation for a ski-lift accident. A confederate either rigidly argued for a low amount or showed flexibility by suggesting a slightly higher figure. The flexible minority was more influential because it was more likely to produce compromise within the group. This shows that consistency alone may not be sufficient, as a minority that refuses to make concessions may be dismissed as extreme. Successful minority influence therefore appears to require a balance: the minority must remain committed to its central message while showing flexibility over details. This can be seen in movements such as the suffragettes, which maintained consistent aims while adapting their campaigning methods.