Past research has documented that social change has different implications for group identification when it is effected through successful minority’s advocacy for tolerance of diversity vs. conversion of opponents to supporters. Extending these findings, the current study demonstrated that minorities who successfully advocated tolerance, compared to those who successfully converted opponents, were more loyal to the group. This was evident in their working harder for the group at their own personal expense and without expecting anything in return. The effect of influence strategy on group loyalty was mediated by evaluative and cognitive components of group identification. Implications for group dynamics in which active minorities employ different influence strategies and their motivational underpinnings are discussed.
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