Across groups, social influences also produce noise. If someone starts a meeting by favoring a major change in the company’s direction, that person might initiate a discussion that leads a group unanimously to support the change. Their agreement might be a product of social pressures, not of conviction. If someone else had started the meeting by indicating a different view, or if the initial speaker had decided to be silent, the discussion might have headed in an altogether different direction—and for the same reason. Very similar groups can end up in divergent places because of social pressures.
Kahneman, Daniel; Sibony, Olivier; Sunstein, Cass R.. Noise . Little, Brown and Company. Kindle Edition.
Sometimes what Kahneman et al. call “informational cascades” is called “peer pressure.” Solomon Ashe and other social psychologists demonstrated this dynamic decades ago.
We have colloquial sayings like “Better to go along to get along,” and “When in Rome you do as the Romans do,” and “Why go against the grain?” and “Don’t upset the apple cart,” and “You shouldn’t disturb the status quo.”
Keeping with the title of their book, the authors write that informational cascades are “noise.” Indeed they are. A major contributor to informational cascades is power and what are sometimes called “opinion leaders.” The first story told about the incident, event, or topic "frames" the future discussion to which any subsequent offering will be compared. "Disinformation" often goes viral in this way with the first story constantly being spread as subsequent commentors try to rebut it.
When posts on social media go "viral" they demonstrate what Kahneman is calling an "informational cascade."
To what extent are you an opinion leader in the groups you participate in? When have you been the leader and when have you been subject to another leader and group pressure? Have you ever participated in an organizational decision which didn’t seem right to you but you went along because you did not want to challenge the developing majority opinion of the group?
Noise is well worth reading as it provides a deeper understanding of the disinformation so rampant in our society in our digital age.