Herd mentality, mob mentality or pack mentality describes how people can be influenced by their peers to adopt certain behaviors on a largely emotional, rather than

rational Rationality is the quality of being guided by or based on reasons. In this regard, a person acts rationally if they have a good reason for what they do or a belief is rational if it is based on strong evidence. This quality can apply to an abi ...

, basis. When individuals are affected by mob mentality, they may make different decisions than they would have individually. Social psychologists study the related topics of

group intelligence A group is a number of persons or things that are located, gathered, or classed together. Groups of people * Cultural group, a group whose members share the same cultural identity * Ethnic group, a group whose members share the same ethnic ide ...

crowd wisdom The wisdom of the crowd is the collective opinion of a diverse independent group of individuals rather than that of a single expert. This process, while not new to the Information Age, has been pushed into the mainstream spotlight by social infor ...

groupthink Groupthink is a psychological phenomenon that occurs within a group of people in which the desire for harmony or conformity in the group results in an irrational or dysfunctional decision-making outcome. Cohesiveness, or the desire for cohesiveness ...

, and

deindividuation Deindividuation is a concept in social psychology that is generally thought of as the loss of self-awareness in groups, although this is a matter of contention (see below). For the social psychologist, the level of analysis is the individual in ...

History

The idea of a " group mind" or "

mob behavior Crowd psychology, also known as mob psychology, is a branch of social psychology. Social psychologists have developed several theories for explaining the ways in which the psychology of a crowd differs from and interacts with that of the individ ...

" was first put forward by 19th-century social psychologists Gabriel Tarde and

Gustave Le Bon Charles-Marie Gustave Le Bon (; 7 May 1841 – 13 December 1931) was a leading French polymath whose areas of interest included anthropology, psychology, sociology, medicine, invention, and physics. He is best known for his 1895 work '' The Crowd ...

. Herd behavior in human societies has also been studied by

Sigmund Freud Sigmund Freud ( , ; born Sigismund Schlomo Freud; 6 May 1856 – 23 September 1939) was an Austrian neurologist and the founder of psychoanalysis, a clinical method for evaluating and treating psychopathology, pathologies explained as originatin ...

and

Wilfred Trotter Wilfred Batten Lewis Trotter, FRS (3 November 1872 – 25 November 1939) was an English surgeon, a pioneer in neurosurgery. He was also known for his studies on social psychology, most notably for his concept of the herd instinct, which he fi ...

, whose book ''

Instincts of the Herd in Peace and War ''Instincts of the Herd in Peace and War'' is the title of an influential book by English surgeon Wilfred Trotter, published in 1916. Based on the ideas of Gustave Le Bon, it was very influential in the development of group dynamics and crowd psyc ...

'' is a classic in the field of social psychology. Sociologist and economist

Thorstein Veblen Thorstein Bunde Veblen (July 30, 1857 – August 3, 1929) was a Norwegian-American economist and sociologist who, during his lifetime, emerged as a well-known critic of capitalism. In his best-known book, ''The Theory of the Leisure Class'' ...

's ''

The Theory of the Leisure Class ''The Theory of the Leisure Class: An Economic Study of Institutions'' (1899), by Thorstein Veblen, is a treatise of economics and sociology, and a critique of conspicuous consumption as a function of social class and of consumerism, which are ...

'' illustrates how individuals imitate other group members of higher social status in their consumer behavior. More recently,

Malcolm Gladwell Malcolm Timothy Gladwell (born 3 September 1963) is an English-born Canadian journalist, author, and public speaker. He has been a staff writer for ''The New Yorker'' since 1996. He has published seven books: '' The Tipping Point: How Little T ...

in ''

The Tipping Point ''The Tipping Point: How Little Things Can Make a Big Difference'' is the debut book by Malcolm Gladwell, first published by Little, Brown in 2000. Gladwell defines a tipping point as "the moment of critical mass, the threshold, the boiling po ...

'', examines how cultural, social, and economic factors converge to create trends in consumer behavior. In 2004, the ''

New Yorker New Yorker or ''variant'' primarily refers to: * A resident of the State of New York ** Demographics of New York (state) * A resident of New York City ** List of people from New York City * ''The New Yorker'', a magazine founded in 1925 * '' The ...

'' financial columnist

James Surowiecki James Michael Surowiecki ( ; born April 30, 1967) is an American journalist. He was a staff writer at ''The New Yorker'', where he wrote a regular column on business and finance called "The Financial Page". Background Surowiecki was born in Meri ...

published ''

The Wisdom of Crowds ''The Wisdom of Crowds: Why the Many Are Smarter Than the Few and How Collective Wisdom Shapes Business, Economies, Societies and Nations'', published in 2004, is a book written by James Surowiecki about the aggregation of information in groups, ...

''. Twenty-first-century academic fields such as marketing and behavioral finance attempt to identify and predict the rational and irrational behavior of investors. (See the work of

Daniel Kahneman Daniel Kahneman (; he, דניאל כהנמן; born March 5, 1934) is an Israeli-American psychologist and economist notable for his work on the psychology of judgment and decision-making, as well as behavioral economics, for which he was award ...

Robert Shiller Robert James Shiller (born March 29, 1946) is an American economist, academic, and author. As of 2019, he serves as a Sterling Professor of Economics at Yale University and is a fellow at the Yale School of Management's International Center fo ...

, Vernon L. Smith, and Amos Tversky.) Driven by emotional reactions such as

greed and fear Greed and fear refer to two opposing emotional states theorized as factors causing the unpredictability and volatility of the stock market, and irrational market behavior inconsistent with the efficient-market hypothesis. Greed and fear relate ...

, investors can be seen to join in frantic purchasing and sales of stocks, creating bubbles and crashes. As a result, herd behavior is closely studied by behavioral finance experts in order to help predict future economic crises.

Research

The

Asch conformity experiments In psychology, the Asch conformity experiments or the Asch paradigm were a series of studies directed by Solomon Asch studying if and how individuals yielded to or defied a majority group and the effect of such influences on beliefs and opinions ...

(1951) involved a series of studies directed by American Psychologist

Solomon Asch Solomon Eliot Asch (September 14, 1907 – February 20, 1996) was a Polish-American Gestalt psychologist and pioneer in social psychology. He created seminal pieces of work in impression formation, prestige suggestion, conformity, and many oth ...

that measured the effects of majority group belief and opinion on individuals. Fifty male students from

Swarthmore College Swarthmore College ( , ) is a Private college, private Liberal arts colleges in the United States, liberal arts college in Swarthmore, Pennsylvania. Founded in 1864, with its first classes held in 1869, Swarthmore is one of the earliest coeduca ...

participated in a vision test with a line judgement task. A naive participant was put in a room with seven confederates (i.e. actors) who had agreed in advance to match their responses. The participant was not aware of this and was told that the actors were also naive participants. There was one control condition with no confederates. Confederates purposefully gave the wrong answer on 12 trials. The other participant usually went with the group and said the wrong answer. Through 18 trials total, Asch (1951) found that one third (33%) of naive participants conformed with the clearly incorrect majority, with 75% of participants over the 12 trials. Fewer than 1% of participants gave the wrong answer when there were no confederates. Researchers at

Leeds University , mottoeng = And knowledge will be increased , established = 1831 – Leeds School of Medicine1874 – Yorkshire College of Science1884 - Yorkshire College1887 – affiliated to the federal Victoria University1904 – University of Leeds , ...

performed a group experiment in which volunteers were told to randomly walk around a large hall without talking to each other. A select few were then given more detailed instructions on where to walk. The scientists discovered that people end up blindly following one or two instructed people who appear to know where they are going. The results of this experiment showed that it only takes 5% of confident looking and instructed people to influence the direction of the other 95% of people in the crowd, and the 200 volunteers did this without even realizing it. Researchers from

Hebrew University The Hebrew University of Jerusalem (HUJI; he, הַאוּנִיבֶרְסִיטָה הַעִבְרִית בִּירוּשָׁלַיִם) is a public research university based in Jerusalem, Israel. Co-founded by Albert Einstein and Dr. Chaim Weiz ...

NYU New York University (NYU) is a private research university in New York City. Chartered in 1831 by the New York State Legislature, NYU was founded by a group of New Yorkers led by then-Secretary of the Treasury Albert Gallatin. In 1832, the ...

, and

MIT The Massachusetts Institute of Technology (MIT) is a private land-grant research university in Cambridge, Massachusetts. Established in 1861, MIT has played a key role in the development of modern technology and science, and is one of the m ...

explored herd mentality in online spaces, specifically in the context of "digitized, aggregated opinions." Online comments were given an initial positive or negative vote (up or down) on an undisclosed website over five months. The control group comments were left alone. The researchers found that "the first person reading the comment was 32% more likely to upvote it if it had been already given a fake positive score." Over the five months, comments artificially rated positively showed a 25% higher average score than the control group, with the initial negative vote ending up with no statistical significance in comparison to the control group. The researchers found that "prior ratings created significant bias in individual rating behavior, and positive and negative social influences created asymmetric herding effects." "That is a significant change," Dr. Aral, one of the researchers involved in the experiment, stated. "We saw how these very small signals of social influence snowballed into behaviors like herding."

References

External links

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History

Research

See also

References

Further reading

External links