Why is it so hard to resist the crowd, and what it may lead

What is fraught with the bandwagon effect

In 2016, all the media wrote about the drug from cancer, which has already tested in Brazil. Professor Gilberto Shiris (Gilberto Chierice) suggested the use of phosphoethanolamine tablets (Phospho) for the treatment of cancer. He just started producing the drug and to give the patient - without any proof, and permissions. When the government became aware of this, to Professor forbidden to distribute the drug, but it was too late. Many patients have learned about Phospho and sued, demanding to resume production miracle pills.

Then came the Brazilian televisionBrazilian cancer pill reveal as a scum series of stories with Shiris. He became a star, and people have been unstoppable: the protest was so strong that the government had to take action. Law came in March 2016Phosphoethanolamine: Anticancer pill bandwagon effectAuthorizing the production and use of Phospho for the treatment of cancer. As a result, the tablets have entered the market without evidence of efficacy and safety.

The law was revoked in May of the same year, but the case was revealing. Why do people attacked untested medicineAnd the government, despite the resistance of the scientific community and the lack of evidence, allowed to treat cancer using Phospho?

This may explain the bandwagon effect (bandwagon effect). This cognitive bias that causes people to blindly choose what is popular in the community. In other words, the pressure of public opinion and its dominance over personal considerations.

This effect applies not only to large events. We are constantly under his influence, and in ordinary everyday situations.

Society pressures force people to marry, because like it's time, and to have children, as "a ticking watch." Spending money on status goods, lose weight, Swing, wear uncomfortable things, embarrass yourself and pretend to be someone else.

How society influences our decisions

People may not care about their feelings for the sake of public opinion, moreover it does not need a large crowd - just three strangers.

This experiment provedOpinions and social pressure. Ash (Ash S.E.). This party was placed among decoy - warned people about the details of the study. group then showed pictures, asked to compare lines of different lengths, and find the same. The task was very simple, and the correct answer is just striking. But when all the others have pointed to the wrong line, the test is also posted incorrectly. And the effect is unfolded in full force, starting with only three decoy.

Most participants in the experiment stated that independence better conformity, but the opinion of a bunch of strangers forced them to act contrary to our ideals.

Moreover, if people decide things together, they create a social norm and continue to stick to it, even when left alone.

This was proved in the experimentThe formation of social norms: Revisiting Sherif's autokinetic illusion study Sheriff (Sherif). People showed a ray of light in a dark room and were asked to identify how far he went in inches. In fact, the light does not move, it was an optical illusion.

When people meet one by one, their responses vary widely, but when they were going to a group, you began to see the same thing. And they do not just change his mind, like Ash, but really seen differently. people the answers were similar and once again they will be disconnected. This effect persistedSocial norms and the individual. up to 28 days.

Why do we trust public opinion more than himself

There are several theories why we are so susceptible to public opinion.

Because that others know what they are doing

Most often, we go with the crowd, when know little. Imagine that you need to buy a printer, but you have no idea what criteria to choose. And not to waste time on boring things, you just will take the most popular model.

In such a situation you considerThe Love of Large Numbers: A Popularity Bias in Consumer Choice not the real advantages of the goods, and its popularity. The explanation is very simple: just choose all the items, so there is something there.

And it affects not only material things, but also on the views. ExperimentSocial Influence Bias: A Randomized Experiment It showed that the fake good comments to posts increased positive response to them by 32%, and the popularity of the material - 25%.

Because we want to be winners

The effect of joining the majority is particularly noticeable in politics and sport. When a team wins the competition, the number of its fans is sharply increased, while leading political parties just before the elections, a growing number of loyal voters.

Therefore, in some countries kept secret preliminary results of the vote: after the announcement of about 6% of the electorate changesThe bandwagon effect its decision in favor of the party leadership, which makes the election unfair.

People want to be with the winners: it creates a sense of community and social protection. In addition, the leaders more likely to get some profit.

Because we are afraid to be underdogs

The Asch conformity experiments, some participants decided that they can not correctly identify the length of the lines due to some of its violation. And they agreed with the majority, not to show that with them that something is wrong.

We often fear of censure from the society, we do not want to go to conflict and are afraid of being rejected. This fear leads to neglect personal opinion and make decisions for the sake of society.

How to overcome the negative influence of society

We are products of their culture, so to get rid of the influence of society is impossible. But sometimes it is worth to disengage from public opinion to find out what is best for you. Here are a few tips on how to do it.

Learn all the information available

People often go with the crowd when you do not know anything really. Set aside the decision, review all available data, and even better - conflicting views. So you're more likely to make the right choice.

Accept the fact that people can be wrong

All people. Not only will your neighbors and friends, but also clever scientists, important government workers, experts and specialists. Of course, we should not go to extremes and do not believe in anything, but if that happens you feel devoid of logic and common sense, perhaps, a mistake commit other.

Leave room for thought with myself

To consult and listen to others' opinions - that's fine, especially if you are considering different points of view, rather than looking like to confirm his decision. But sometimes you need to think about all alone, without any influence from the outside. Taking important decisions, try to be alone with yourself and reflect private.