Other people’s actions and opinions influence us
In a big complicated world, there are too many decisions to be made. One sensible way to make snap decisions is to copy what other people are doing. If it hasn’t killed them, it probably won’t kill you either. Evolution has wired us to view the choices other people make favorably.
To get elected, plant as many campaign signs on people’s lawns as possible
What other people think matters. If lots of people in your community feel strongly enough about a candidate that they put up a sign supporting the candidate, perhaps the candidate is worth serious consideration. While you might not think this through consciously, you will likely feel more positive about candidates with more visible support.
Easier to follow than to lead
Once one pedestrian at a busy intersection starts crossing against the light, it is much more likely that others will follow. The first person needs to carefully check to make sure there is enough time to get across safely. The next person can look a little less carefully because they know that the first person has already checked the traffic. Once a few people have started across, you can quite safely walk out without looking at all.
Much of the time copying is good
In most situations copying other people is good. It helps us make decisions quickly without having to think very hard. Evolution has wired us to rely on the judgement of others. We feel much better making decisions when other people agree with us.
Occasionally it doesn’t work
If the first guy crossing the road was distracted and didn’t realize how fast the car was going, the second person heading across gets hit too. Sometimes it is necessary to think independently. The trick is to figure out when following the crowd is a bad idea.
