The next hypothesis addresses the consequences that occur when different kinds
of constituents or adherents contribute resources. Those who contribute can be
isolated individual adherents or constituents, but also groups (1229–1230).
Hypothesis 4 reads that the flow of resources will be less stable, if a SMO largely
consists of isolated constituents. These are less closely related to the movement,
whereas there are closer contacts with non-isolated groups. The consequence is that
there is strong competition for the isolated adherents. One will thus expect what
hypothesis 4a claims: “The more dependent a SMO is upon isolated constituents
the greater the share of its resources which will be allocated to advertising” (1230).
Furthermore, if a SMO is dependent on isolated adherents, resource flow will
resemble normal consumer behavior, i.e. it will change according to tastes, mood,
time of the year, etc. (hypothesis 4b).