Some people have little or no desire to be accepted by a group and will stick with what they believe is right. When a strong and dedicated minority exists, they have the power to change to views of the majority. Minorities are most influential when they are consistent and confident in their stance, and when majority members were wavering to begin with. Obviously, minority members do not exert a normative influence, but people may consider their view, decide it is correct, and succumb to informational influence. Compliance Compliance is another form of behavior that is influenced by others, but it is slightly different from conformity.
Compliance is a behavior change that results from a direct or indirect request.
When someone follows instructions, performs a task upon request, or purchases a product, these are forms of compliance. The best way to get someone to comply with a request is rational persuasion and inspiration, but several other more subtle techniques exist. Because of the reciprocity norm, which requires that favors should be returned, compliance can be increased, if the requester appears to do something for the requestee. Exposure to others who are performing the desired behavior or being told that many others are performing the behavior can increase the likelihood of compliance. In essence, this is making use of informative and normative influences to get people to follow a request.