Moscovici’s Theory According to Moscovici, majorities are powerful by virtue of their sheer numbers, whereas nonconformists derive power from the style of their behavior. It is not just what nonconformists say that matters but how they say it. To exert influence, says Moscovici, those in the minority must be forceful, persistent, and unwavering in support of their position. Yet at the same time, they must appear flexible and open-minded. Confronted with a consistent but even- handed dissenter, members of the majority will sit up, take notice, and rethink their own positions.
Why should a consistent behavioral style prove effective? One possible reason is that unwavering repetition draws attention from those in the mainstream, which is a necessary first step to social influence. Another possibility is that con- sistency signals that the dissenter is unlikely to yield, which leads those in the majority to feel pressured to seek compromise. A third possible reason is that when confronted with someone who has the self-confidence and dedication to take an unpopular stand without backing down, people assume that he or she must have a point. Of course, it helps to be seen as part of “us” rather than “them.” Research shows that dissenters have more influence when people iden- tify with them and perceive them to be similar in ways that are relevant and desirable
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