Popular on Science of Us

Most of us like to think that we’re independent-minded — we tell ourselves we like Adele’s latest album because it suits our taste, not because millions of other people bought it, or that we vote Democrat because we’re so enlightened, not because all our friends vote that way. The reality, of course, is that humans are swayed in all sorts of different ways — some of them quite subtle — by other people’s beliefs and expectations. Our preferences don’t form in a vacuum, but rather in something of a social pressure-cooker. This has been demonstrated over and over, perhaps most famously in the classic Asch conformity studies from the ‘50s. In those experiments, many participants went along with a blatantly wrong majority judgment about the lengths of different lines —…


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