The phenomenon occurs when individuals modify their behaviors and beliefs to align with what they perceive as the correct understanding of a situation, typically relying on others for guidance. It stems from a desire to be accurate and informed, particularly in ambiguous or novel circumstances. For instance, observing a crowd running in a particular direction might prompt an individual to follow, assuming they possess information about a potential danger.
This tendency plays a significant role in various social dynamics, including conformity, decision-making, and the diffusion of information. It is a fundamental aspect of social learning and cultural transmission. Understanding its mechanisms is crucial for analyzing group behavior, mitigating the spread of misinformation, and promoting informed decision-making within communities and organizations. Early research highlighted its distinction from other forms of social influence, emphasizing its dependence on perceived expertise and the ambiguity of the situation.
