01 / Social pressure
“I would say
what I see.”
Someone agrees with a group despite having doubts. From the outside, it is easy to ask why they did not simply speak up.
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The study behind the question
In Asch’s line-judgement studies, a participant heard a unanimous group give incorrect answers. Some answers shifted toward the group; many remained independent. The work makes the social situation part of the explanation, while its historical sample and setting limit what can be generalised.
Asch (1956) — Studies of independence and conformity ↗
Online market experiment
Salganik, Dodds & Watts (2006) — Experimental study of inequality and unpredictability in an artificial cultural market
The music-market experiment brings the group question online: seeing other people’s choices made success more unequal and less predictable. A count can influence what follows without recreating the interpersonal cost of speaking against a room. This chapter invites you to consider both forms of social context.
Our online popularity demonstration explores a related social cue. It does not recreate the pressure of disagreeing with people in a room.
Explore the popularity cue ↗A viewing companion to the question of group influence.