Negotiations, image of the other and the process of minority influence

The new theoretical presuppositions used by Moscovici to explain social influence phenomena led him to show that the consistency of behavior can account for the influence of a minority. Experimental data confirm this idea. However, some counter‐examples, showing that consistency sometimes induces subjects to refuse compromises, are problematical. To clear up this apparent contradiction, a distinction is made between behavioral style (in the face of the majority norm) and the style of negotiation (in the face of the population the minority wants to influence). A first experiment, then, shows that when two minorities are seen as equally consistent, the minority with a flexible style of negotiation has more influence than the more rigid minority. A second experiment deals with Ss' perception of the source of influence and clarifies the effects of minority negotiations; the links between opinions, opinion change and perception of others are also clarified.