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Autonomously copying other people’s thoughts or options or simply going with the crowd is often referred to as “herd (群体) behaviour”. Herding can appear to make a lot of sense. In an earlier article, I discussed the so-called “wisdom of crowds”, which suggests that average judgments of large groups of people often outperform individual choices.

Psychology research has attempted to model herd behaviour and suggests that the phenomenon relies on the existence of social connections or patterns between individuals as well as specific mechanisms of passing on information. A key condition is the human ability to “mentalize”, which means being able to read and interpret someone else’s mental state and using the information to explain their options. This action of mentalizing is responsible for people’s tendency to attach meaning to options by the herd, even if many behaviours may have come about at random.

Herd behaviours, while common and easy to explain, hold significant dangers. Contrary to the so-called “wisdom of crowds”, which emerges when the judgments of individual group members are independently collected to produce an average opinion, herd behaviours typically rely on so-called “information cascades”, where people take on others’ beliefs or copy their options without critically evaluating the underlying reasons. This frequently leads to the mirroring of unreasonable or stupid behaviours.

Blindly following the herd can be dangerous. So how can we resist the tendency of following the crowd? The sad news is that psychology research suggests that it’s surprisingly difficult to withstand the influences of the herd. In an experiment, researchers found that warning messages about the potential errors of the crowd were surprisingly ineffective in helping subjects make better choices. It appears there is no quick and easy fix. Instead, long-term attitude changes may be necessary, which could involve individuals adopting more critical approaches towards their peers’ opinion, and questioning others’ behaviours as opposed to blindly following them.