Following the crowd is not an action that is simply fueled by a need to keep up with the Joneses. It is more fundamental than that, striking at the heart of three simple, yet powerful, underlying human motivations: the motivation to make accurate decisions as efficiently as possible, the motivation to affiliate with and to gain the approval of others, and the motivation to see oneself in a positive light.
Following the crowd goes beyond mere social comparison or a desire to fit in; it is fundamentally driven by deep-seated human motivations. People are often motivated to make efficient and accurate decisions based on the behavior of others, as it can serve as a reliable shortcut in uncertain situations. This reliance on collective behavior helps individuals navigate complex environments more effectively.
Additionally, the desire to belong and receive approval from peers plays a significant role in why people conform. This social aspect drives individuals to align their actions with those of others to enhance their acceptance and integration within a group. Furthermore, seeing oneself positively is another core motivation, as aligning with the crowd can bolster self-esteem and create a favorable self-image.
