Our social nature has huge benefits, and underlies much of our resilience and success as a species. But it can also steer us in bad, sometimes disastrous directions, and can be used to manipulate us.
We are social creatures. We influence one another, we care about each other, we follow each other and are able to cooperate and act together as a team.
We’re also cultural creatures. We learn from each other – and learn most effectively by watching what other people do. It matters to us what other people say and think and do. The accumulated knowledge and habits and standards of the ages become part of our own self-concept.
For much of what we do, this works extremely well. For small bands of hunter gatherers, which is how mankind has spent most of our existence, it’s been essential for our survival and flourishing.
And yet these very qualities can be used against us to manipulate us into accepting, doing, and buying things that work against our deepest values, that we can come to regret, and that sometimes can lead us into horrible tragedy. They make cults possible; they make the most murderous regimes and criminal gangs possible. They allow us to be passive when emergency action is necessary.
The madness of crowds has led to the most ridiculous of buying fads – the Tulip Bulb Craze in Holland in 1636, stock buying and selling frenzies, and desperate mobs fighting to get a fad Christmas gift that are in short supply – often deliberately so (the toy we promised isn’t there, so we buy something else more expensive to make up for it, then we go back in January to get the initial toy we had originally promised. – it’s very effective).
Like most of our nature as human beings, this quality is not good or bad in itself. It isn’t something to reject whole cloth – living a hermit’s life is a recipe for misery. But our social nature also isn’t something to embrace unthinkingly – its dangers can be horrific.
This is a part of our nature to master: to bring consciousness to, to be aware of our own tendencies, and to be vigilant of going off the rails into groupthink.
To this end, let’s look at some specific tendencies, and then how we can bring a degree of mastery to them.
- We tend to look to what others believe or do for signs of how we should believe or act in a situation. When we see evidence that other people are doing something, we are more inclined to do that same thing ourselves.
- We’re also more inclined to follow the crowd when the crowd is big.
- We are much more influenced by people who are similar to us. This is the power of peer pressure, and it’s more powerful than we usually acknowledge. “If little Johnny jumps off a cliff, are you going to jump off a cliff, too?” Well, actually, you’ll at least be tempted – especially if Johnny and all the rest of your friends do it.
- We’re also vulnerable to obedience to authority, as Stanley Milgram found in his famous experiments. Fully two-thirds of participants from all walks of life administered a seemingly life-threatening dose of electricity to – what they thought were – subjects in a learning and punishment experiment. If you don’t think you’d be among those folks, guess again. Two thirds of you reading this would likely do the same.
- BUT, when participants in that same study saw someone else refuse to comply, only 10% went on to comply themselves. So what we see others do can also have a very positive influence as well.
- We’re more vulnerable to social influence when we’re uncertain. We look around for clues of what others are doing when we’re not sure what to do ourselves. This is why we see a group of bystanders failing to take action when someone may need help. It’s not because “those are bad, cowardly, uncaring people,” it’s because they see that nobody else is doing anything, and the situation is ambiguous enough that we’re drawn to do what others are doing – which is nothing.
In order to counter these tendencies, it’s important to remember that in most situations they actually serve us fairly well. Other people brush their teeth, we brush our teeth too. Other people obey the rules of the road, we obey the rules of the road (most of the time). Other people are less violent than our ancestors, we’ll do that, too.
One of the – sometimes unspoken – expectations when we buy something is that it will, to some degree, make us happy.
Where do we find the energy to achieve big, long-term goals?
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