Human Stupidity: Historical: Group Reasoning IV

The consequences of social influence that emerge from these observations are disturbing ones. I am sure that some readers might have trouble accepting, even after all the evidence presented so far on our reasoning shortcomings. But the extent to which we can be influenced by a group of people, even when that group is wrong, is something that is very well documented. In a famous experiment, Solomon Asch  proposed a very trivial question to his subjects, based on the figure bellow. 

 

The people involved in the experiment should just state which of the three lines in the right card (A, B, or C) had the same length as the line in the left card. When asked the question in the control situation, with no influence of anyone else, those who were being tested picked the correct option (line C) 99% of the times. The purpose of the experiment was to see how people would react when the information from others disagreed with their perception. In order to test it, a part of the subjects were tested in a situation where they first listened to the individual opinions of other people, who were actually actors. Those actors were instructed to provide the correct answer in some of the trials, but the wrong one (line A) in most of them. In each trial, all actors provided the same answer.

What Asch observed was that, when the actors provided the wrong answer before the individual being tested answered, this person would make the wrong choice up to 75% of the times. The effect required a minimum majority of 3 people to be observed. However, the effect did not become stronger as more actors were added, all in agreement with the wrong choice.


More recently, evidence about what might be happening inside our brains was obtained by testing the reactions of people while conducting  functional magnetic resonance imaging (fMRI) of their brains. Eisenberger et al were able to observe that, when we experience rejection, the participants showed brain activity similar to that observed when people experience real physical pain. Of course, this does not answer if people actually changed their perception of the world or if they would just agree with the majority while still somehow noticing that majority opinion was wrong.



While investigating that, Berns et al observed that both perceptual and emotional processes were involved in our brains in circumstances similar to those of the Asch experiment. Adding to that, Klucharev et al found clear evidence that our conformity to the group norms or opinions happen through learning mechanisms. This suggests that the influence of the group might actually change the way people perceive the world.



Social influence is pervasive and we are rarely aware of it. Even through social media, it was possible to detect that emotion can be contagious, without any non-verbal cues, simply by reading about the emotions of a friend. While this specific work was was criticized by the use of Facebook data without explicit user consent (implicit consent from accepting the terms of service was assumed by the authors, PNAS added a comment to the beginning of the article to point this possible problem), it highlights very clearly how we are actually influenced even with very little information.