Group Reasoning V

The possibility of a better judgment when using groups is a tool we might want to employ, while avoiding the circumstances where phenomena like groupthink happens. That means that solid evidence on when we should expect problems and when the wisdom of crowds is expected to work on out favor is required.

Indeed, one first question that comes to mind is how strong the influence between the member of a group needs to be so that we should start to worry. Lorenz et al designed an experiment to address that question. During their experiments, they asked people to answer factual questions and, after they have expressed their opinion with no group influence, they provided information about the answers of other people. Each subject had, then, the opportunity of changing their original answer. What they observed was that, while the group was initially ``wise'' (in the sense of wisdom of crowds), the social influence tended to diminish the diversity of observed answers to such a degree that it was possible that the correct value was no longer included in the range of answers. And, despite that, the confidence of the individuals  in the social answer was increased! This shows that even weak social influence can undermine the wisdom of the crowds effect. The authors suggest that opinions should be obtained with no element of social influence in order to capture the advantages of group reasoning.

Of course, while desirable, it is not always possible to eliminate the social influence inside the group in a meaningful way. De Polavieja and collaborators, while studying this problem, have suggested that the beneficial effects of group reasoning can still be obtained, even under the presence of social effects if we just use the opinions of the very confident people, who did not change their initial opinions, despite the social pressure. Note that while groupthink can be a very powerful influence, it might not be enough to convince everyone and independent minded individuals might be able to retain the initial range of views. And, with that, the wisdom that was presented in the crowd before interaction.

Such a proposal, however, might be labeled as anti-democratic (the word democracy, unfortunately, is nowadays used even to defend positions that defend that just a small fraction of the interested parties should be listened to, arguments that use it should be read with extreme caution), depending on the context where it might be applied. The general advise to make the social influence between deciders as small as possible, however, stands. This does not mean that the different alternatives should not be presented to voters, quite the opposite. What the literature shows is that interaction between the voters should be minimum, not between the people presenting and debating the alternatives. In large societies, most voters do not interact with other, unlike the laboratory experiments and, therefore, it is not clear that groupthink will happen.

The situation is very different in committees or smaller gatherings. In this cases, the internal pressures inside the group might indeed destroy our ability to think and replace it with our desire to conform. This is not just true about the final opinions. In her work on the performance of groups and individuals, Gayle Hill also studied how the interaction might affect brainstorm sessions. What she observed was that, when people were asked to plan new ideas for a brainstorm session and bring them ready, the added independent work was consistently more creative than when the ideas were thought during a meeting.

The composition of a group is also a key factor in the quality of its reasoning. Ilan Yaniv studied how well a group was capable to avoid framing effects. Framing effects happen when people change their decisions simply because the question they had to answer was presented to them (framed) in different words. In this study, Yaniv observed that by increasing heterogeneity in the group, simply by assigning individuals to different frames, had a very strong impact on getting rid of the biases, while homogeneous groups performed much worse than individuals.

In a review of the literature in the area, Elizabeth Mannix and Margaret A. Neale discussed the benefits and problems observed under many different circumstances of increasing diversity in a groups. They concluded that there are types of heterogeneity that can make a group have problems in the areas of interpersonal attraction and liking, such as differences in race/ethnicity, gender or age. But, from an information processing point of view, diversity should be able to improve the group results, despite possible management problems it might cause. In particular, underlying, less obvious differences such as different backgrounds, education or personalities were indeed associated with improvements in performance.

The conclusion of all these experiments seem to be that there is, indeed, a lot of knowledge and intelligence in a group, but crowds are very stupid. They make mistakes individuals would rarely make.