CHAPTER 3
Cascades
Researchers have long known that errors in groups can be amplified if their members influence one another. Of course, the human animal is essentially sociable, and human language may be the most subtle and engaging social mechanism in the animal kingdom. The brain is wired to help us naturally synchronize with and imitate other human beings from birth.1 Emotions are contagious in our species; obesity appears to be contagious too, and the same may well be true for happiness itself.2 (We know a behavioral economist who offers what he calls a law of human life: “You cannot be happier than your spouse.”) It is no exaggeration to say that herding is the fundamental behavior of human groups.
If you are doubtful, consider a brilliant ...
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