Why we conform to the herd

conformityI’ve written a few times previously about what it takes to be a ‘radical’ or disruptive influence in the workplace.  Going against the herd comes with distinct risks, and therefore requires excellent emotional intelligence to know when to do so and when to conform.

A recent study from researchers at the University of British Columbia highlights just why so many of us are happy to muddle along in the pack rather than break the status quo.

Why we conform

The research tested a number of theories about when we should and should not rely on so called social information.  This is defined as the information we pick up vicariously through those around us.  In other words, when should we conform and when should we go it alone?  The findings are slightly disheartening for anyone with a rebellious streak in them.

“People are conformist – and that’s a good thing for cultural evolution,” the authors say. “By being conformist, we copy the things that are popular in the world. And those things are often good and useful.”

They use an example of disease prevention and suggest that whilst most people don’t understand the mechanics of how germs work, they know that they should wash their hands after going to the toilet.

“Our whole world is made up of things that we do that are good for us, but we don’t know why,” they say. “And we don’t need to know why. We just need to know that most people do those things.”

The role of intelligence

Interestingly, the study discovered that intelligence seems to play a role, with those with a higher IQ less prone to follow the pack as their lower IQ peers.  What’s more, when they did conform, they tended to do so strategically.

In other words, smarter folks tend to chart their own path most of the time, largely because they are confident in their own thinking on things.  When they’re less sure about matters, they’re quite happy to conform.

How diversity matters

Diversity was also found to be influential, with greater levels of diversity linked to greater conformity to whatever the majority opinion was in the group.  The authors suggest this is because diversity creates a greater range of options, which in turn creates uncertainty, which then often results in people seeking out what the majority think is the right course.

“These mathematical theories and experiments contribute to a greater understanding of what it is that makes our species so unique – culture,” the authors conclude. “Our smarts are acquired, not hardwired.”

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4 thoughts on “Why we conform to the herd

  1. Exactly, most people are quite happy being told what to do and how to do it. They don't want to strike out on their own and have to think for themselves. That's way too much like hard work.

  2. This post brings out a valid point in that we are not taught, in general, how to be our own authentic selves. We are taught to blend in and not make waves thereby conforming to the herd which can often backfire as it relates to predictive team building.

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