#Social #Pressure #Nutjob #Conspiracy #Theories

Another reason we are so keen to believe in conspiracy theories is that we are social animals and our status in that society is much more important (from an evolutionary standpoint) than being right. Consequently we constantly compare our actions and beliefs to those of our peers, and then alter them to fit in. This means that if our social group believes something, we are more likely to follow the herd.

This effect of social influence on behaviour was nicely demonstrated back in 1961 by the street corner experiment, conducted by the US social psychologist Stanley Milgram (better known for his work on obedience to authority figures) and colleagues. The experiment was simple (and fun) enough for you to replicate. Just pick a busy street corner and stare at the sky for 60 seconds.

Most likely very few folks will stop and check what you are looking at – in this situation Milgram found that about 4% of the passersby joined in. Now get some friends to join you with your lofty observations. As the group grows, more and more strangers will stop and stare aloft. By the time the group has grown to 15 sky gazers, about 40% of the by-passers will have stopped and craned their necks along with you. You have almost certainly seen the same effect in action at markets where you find yourself drawn to the stand with the crowd around it.

The principle applies just as powerfully to ideas. If more people believe a piece of information, then we are more likely to accept it as true. And so if, via our social group, we are overly exposed to a particular idea then it becomes embedded in our world view. In short social proof is a much more effective persuasion technique than purely evidence-based proof, which is of course why this sort of proof is so popular in advertising (“80% of mums agree”).

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