Brain mechanisms of social conformity

New research reveals the brain activity that underlies our tendency to "follow the crowd." The study, published by Cell Press in the January 15th issue of the journal Neuron, provides intriguing insight into how human behavior can be guided by the perceived behavior of other individuals.

Many studies have demonstrated the profound effect of group opinion on individual judgments, and there is no doubt that we look to the behavior and judgment of others for information about what will be considered expected and acceptable behavior.