Majority rule: Why conformity can actually be a good thing
Like to go your own way? Most of us actually prefer to follow the pack, according to UBC research.
That's one of the outcomes from a study published in Evolution and Human Behavior that examines how mathematical models predict human behaviour.
The research tested theories about when people should rely on "social information" - information that we learn vicariously from others - and when we should choose to go it alone.
"People are conformist - and that's a good thing for cultural evolution," said Michael Muthukrishna, a Vanier and Liu Scholar and recent PhD recipient ...