Outline and discuss how consistency and commitment might contribute to minority influence. [8 marks]

ESSAY HINT: For this question, you should explain how both consistency and commitment contribute to minority influence. Use Moscovici’s research briefly to support the role of consistency, focusing on what the findings show rather than describing the procedure in detail. You should also use real-life examples, such as Martin Luther King and Nelson Mandela, to demonstrate how maintaining a consistent position and making personal sacrifices can increase minority influence. Other factors, such as flexibility, may be considered, but they must be linked directly to the effectiveness of consistency and commitment.

Minority influence is more likely to occur when the minority is both consistent and committed. 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 of the minority agree with one another, or diachronic consistency, where the same position is maintained over time. Commitment occurs when members of a minority demonstrate dedication to their cause, sometimes by making significant personal sacrifices or engaging in risky behaviour. This is explained by the augmentation principle. When the majority recognises that members of the minority are willing to suffer for their beliefs, it may give greater importance to their arguments and take their position more seriously.

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 either consistently called all the slides green or inconsistently called some green and some blue. 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 creates conflict within the majority and encourages individuals to reconsider their own views.

Real-life examples also illustrate the importance of consistency and commitment. Martin Luther King maintained a consistent campaign for civil rights despite imprisonment and threats, while Nelson Mandela remained committed to opposing apartheid despite spending 27 years in prison. Their personal sacrifices demonstrated strong commitment and may have encouraged others to take their causes seriously. These examples suggest that consistency and commitment can work together: maintaining the same position over time attracts attention, while personal sacrifice increases the perceived importance of the minority’s message.