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Social Influence and the Wisdom of Crowd Effect

formfeed writes "A lot has been written lately on the crowd effect and the wisdom of crowds. But for those of us who are doubtful, the Proceedings of the National Academy of Science has published a study showing how masses can become dumber: social influence. While previous studies show how groups of people can come up with remarkably accurate results, it seems 'even mild social influence can undermine the wisdom of crowd effect in simple estimation tasks.' Social influence 'diminishes the diversity of the crowd without improvements of its collective error.' In short, crowd intelligence only works in cases where the opinion of others is hidden."

28 of 143 comments (clear)

  1. Well by GeorgeMonroy · · Score: 4, Insightful

    duh?

    Just look at Facebook.

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    1. Re:Well by CrazyDuke · · Score: 3, Insightful

      As someone that has been posting here on and off over the past decade or so, this is my experience: Most of what you think is really insightful doesn't get modded at all, and even then, usually not much. Go with the group think on controversial issue, get a +2 to +3 and have it rocket back and forth for several days. Post something obvious, like a link, the fad meme, copypasta, or a non-controversial line of the group-think and get +4 to +5 every so often if you are first in that thread. Post a counter-group think message that insults the egos of the readers, get modded troll and then you can whine about how much of a victim you are. Post the same, but without directly attacking the readers, while prefacing it with shit like "I know this is going to get me modded down. But..." will often net you a +4 to +5 about a quarter to half the time. Post a damning reply to an obvious shill: possibility of every post for the past several days modded down a few points within a few hours, or even have the entire branch of that thread somehow disappear.

      Posting the simplistic and benign part of group-think on this board is the most reliable way to gain Karma. But, I've seen forum trolls and shills keep afloat for a while by inter-spacing their usual "You all suck!" "Foo, Inc. products are so awesome! I plan on buying them all right away!" posts with a "Well, I know this doesn't sit well with everyone. But, my reasoning is..." sort of post that rockets to +5 and stays there.

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      Any sufficiently advanced influence is indistinguishable from control.
  2. Comment removed by account_deleted · · Score: 2, Insightful

    Comment removed based on user account deletion

  3. That is why we have stupid political parties. by jellomizer · · Score: 4, Interesting

    While most problems today are complex. We still try to cling to the groups ideology to try to solve the problem vs. realizing the ideology isn't the solution just a start of an approach which needs modifications. However political parties leader will not waver too far off their ideology core as the group in the hole still follows that ideology.

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    1. Re:That is why we have stupid political parties. by vlm · · Score: 2

      However political parties leader will not waver too far off their ideology core as the group in the hole still follows that ideology.

      Occams razor says "divide and conqueror" makes more sense to explain why we have two political parties.

      --
      "Science flies us to the moon. Religion flies us into buildings." - Victor Stenger
    2. Re:That is why we have stupid political parties. by hedwards · · Score: 2, Insightful

      I take it you haven't actually listened to NPR, like, ever. Unlike Limbaugh, Beck and O'Reilly, you do actually get multiple sides to the things they cover. There's a few exceptions here and there, but by and large it's pretty fair to the issues.

      I take it you have yet to realize that reality has a liberal bias to it, a group that wants to take us to a future which will likely never exist is better than a group that wants to take us back to a reality which definitely never existed.

    3. Re:That is why we have stupid political parties. by marnues · · Score: 3, Insightful

      I do think this is why we have the _same_ two political parties.

    4. Re:That is why we have stupid political parties. by Thoguth · · Score: 2

      However political parties leader will not waver too far off their ideology core as the group in the hole still follows that ideology.

      Occams razor says "divide and conqueror" makes more sense to explain why we have two political parties.

      I disagree... you're assigning malicious intent to some unnamed entity and judging its motives. I think a much simpler explanation is the two-party system is simply emergent behavior from the U.S.'s winner-take-all system of electing representativess. In governments where the leaders are selected differently, you have different results.

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  4. Opinions do *not* need to be hidden by perpenso · · Score: 2

    In short, crowd intelligence only works in cases where the opinion of others is hidden.

    Nonsense. Opinions do *not* need to be hidden, opinions are one source of information. What needs to be suppressed are cliques, groupthink, etc.

    In short, crowd intelligence only works in cases where the opinion of others is considered but not blindly followed, where individuals think for themselves.

    1. Re:Opinions do *not* need to be hidden by jd · · Score: 4, Interesting

      The brain isn't designed to think independent of context. It's built to be part of a social system. Yes, people need to think for themselves, but to mandate that requires us to break the architecture of our minds. It can't work as the primary solution. Indeed, this current study only shows that what used to be two points ("mob thinking" and "collective intelligence") are just two points on an entire continuum. The problem is that humanity prefers to slide to the lower end of the spectrum rather than rise to its potential. THAT is what you need to solve. The details of who thinks and how then become incidental. Mere implementation details.

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    2. Re:Opinions do *not* need to be hidden by perpenso · · Score: 2

      The brain isn't designed to think independent of context. It's built to be part of a social system. Yes, people need to think for themselves, but to mandate that requires us to break the architecture of our minds. It can't work as the primary solution.

      Context and group think are two different things. Context can work against emotion and in favor of reason. It helps judge the credibility of opinions.

      A social system and group think are two different things. A social system may have more to do with accepting a decision once one is made, and not so much to do with the decision making process and debate that led to the decision.

      You seem to be confusing the decision making process and following the decision once it is made. We may be wired to follow the decision, to stay with the group rather than strike out on our own, however that does not mean that independent thought was not part of the decision making process.

    3. Re:Opinions do *not* need to be hidden by crunchygranola · · Score: 4, Informative

      In short, crowd intelligence only works in cases where the opinion of others is hidden.

      Nonsense. Opinions do *not* need to be hidden, opinions are one source of information. What needs to be suppressed are cliques, groupthink, etc. In short, crowd intelligence only works in cases where the opinion of others is considered but not blindly followed, where individuals think for themselves.

      In other words it almost always only works when the opinions of others are hidden. Those cases of groups of tough-minded independent thinkers being vanishingly rare.

      Even among seasoned experts overcoming the effects of groupthink requires special measures. Consider the "Delphi Technique" developed at RAND - where the experts pool their knowledge in multiple rounds anonymously.

      Declaring that people can avoid this by "just thinking for themselves" is akin to decreeing quality control by asserting "just don't make mistakes". It ignores the manifest reality of human existence in favor of idealized pip-dreams.

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    4. Re:Opinions do *not* need to be hidden by idontgno · · Score: 2, Insightful

      The buffalo that cuts itself out of the stampede is the only one the feeds the wolves.

      If stampeding was such a bad survival tactic, why has it persisted? And by "survival tactic", I mean at the level of the individual organism, as well as the group and species level. As long as Billy Buffalo keeps his head down, his mouth shut, and his feet churning in the same direction as the entire rest of the herd, he'll be fine.

      Which is, quite possibly, why human socialization also strongly encourages conformal and consensus-seeking behavior.

      --
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    5. Re:Opinions do *not* need to be hidden by Verteiron · · Score: 5, Interesting

      Going against the consensus is hard, even if you have been trained or trained yourself to do so.

      I was watching TV with my wife's family a few years ago and "Who Wants to Be a Millionaire?" was on. It's not a show I routinely watch but we all had fun shouting answers at the screen. Nice social behavior.

      The tricky bit came when a question that fell squarely into one of my big interests came along: "What planet does the moon Titan orbit?"

      The answers included Jupiter, Saturn, and a couple of obvious wrong ones. I immediately yelled "Saturn!" while nearly everyone else in the group said "Jupiter!".

      Now I KNEW that my answer was right. And some of people with me who said "Jupiter" started to reconsider, because it's common knowledge that I'm a space geek. The lady on the screen hemmed and hawed and finally chose to use one of her "lifelines" to poll the audience for the answer. Something like 80% of the audience said "Jupiter" and all support for my answer among my group fell away.

      It was the strangest feeling. I mean, I got up at 2 AM to see the Huygens photographs online. I used to draw pictures of Saturn rising over Titan when I was a kid. I KNEW the answer, and yet with the entire audience and half a family against me I suddenly began to doubt myself. Had I been wrong all these years, suffered some kind of strange delusion? Was Titan a Jovian moon? How could that many people all be wrong?

      Of course, a few seconds later the lady correctly answered "Saturn", throwing off the audience opinion and vindicating my chosen response, but it was a very odd sensation for that minute or so before the TV proved me right...

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  5. Maybe democracy would work better... by traindirector · · Score: 5, Interesting

    Interesting. Maybe democracy would work better if we didn't know the opinions of others, have poll data, or hear media commentary other than candidates speaking and their records...

    1. Re:Maybe democracy would work better... by MickyTheIdiot · · Score: 4, Interesting

      One election cycle I was only watching C-SPAN for coverage. It was amazing how differently I was thinking from everyone else. When I would change to CNN to a quick look the would be talking "strategy" or have "experts" talking out of the butt as usual and it was TOTALLY different from what I was thinking and the questions that came up in my mind. The media and these "experts" aren't called "opinion leaders" for nothing.

    2. Re:Maybe democracy would work better... by blair1q · · Score: 3, Informative

      There's no money in opinion. There's plenty in spin.

    3. Re:Maybe democracy would work better... by JackDW · · Score: 2

      Doubtful, because even if opinions of others are hidden, the crowd is still only good at solving problems that most of the individuals within it (1) understand, and (2) can actually solve.

      Crowdsourcing works well if the point is to find the most popular answer. However, it is almost useless as a way to find the correct answer. It will only do so if the correct answer is really, really obvious.

      Ever see the game show "Who wants to be a millionaire?" If the contestant gets a difficult question, he/she can "Ask the audience", who then vote for the answer they think is right. This works well for questions about pop music and sport. It doesn't work so well for questions about history or particle physics, where people appear to vote randomly. If there are a few actual experts in the audience, their votes are still drowned out by the (random) votes of the masses. It is bad strategy to use "Ask the audience" on such questions, because the game is not "Family Feud". The point is not to find the most popular answer, but the correct one.

      At some point in the future, humanity will look back on the present and ask how we ever expected democracy to work.

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    4. Re:Maybe democracy would work better... by traindirector · · Score: 5, Insightful

      This is exactly what happened with George W. Bush's felony wiretapping crimes. The clear fact was that he and his administration, through the NSA's new wiretapping programs, committed multiple wiretapping felonies, each punishable by law by up to five years in prison. Instead of reporting this inconvenient fact, the news "experts" focused on "strategy"--is it a good strategy for Democrats to hold the president to inconvenient standards like the law, when it might make them look weak on security? And somehow this massive crime was talked down into a non-issue, quietly pushed out of the scene, and when people had forgotten about it, swept under the rug by most everyone in power with retroactive immunities.

      I think (hope?) that without the "opinion leaders" the outcome would have been very different.

  6. Simplistic roll ups cause stupdity by jhoegl · · Score: 2

    I believe that society fails when context is taken to the extreme and not countered or debated. When a one sided argument is presented and no one is allowed to counter that argument, it inevitably causes ignorance.
    Examples are all over our society, such as these recent examples. "Creationism" issue, what is "Fox News", and what happened during the Bush Jr era presidency. Jon Stewart had an issue just last week with Fox News presentation of a rapper and Fox News's inability to maintain a "status quo" in their arguments.
    So, when it comes to social influence, if one were to put themselves in a bubble, such as Facebook can, and online games allow due to heavy handed administrators, then yes... ignorance can perpetuate itself.

    Of course the counter to this is "trolls", those that make obviously inflamatory or ignorant counter arguments that defy belief and logic. But the reality is that some trolls are "for real" in their thinking. Is it really that far fetched to believe that some people in this world have no logical function what-so-ever? The proof is all around you.

    So, of course, because of this conundrum that they present, we shield ourselves from others opinions and call them trolls.

    Free flow of ideas was the internet, and never will be again.

  7. Mob/herd mentality by HalAtWork · · Score: 3, Informative
    It's quite a familiar concept, has it just been re-labeled?

    Herd mentality implies a fear-based reaction to peer pressure which makes individuals act in order to avoid feeling "left behind" from the group.

    Qualified as "fear-based" and a "reaction to peer pressure" already implies a negative force. It's always nice to have studies to back it up though.

  8. you can say what you want about the mob by circletimessquare · · Score: 2

    but more dangerous is a self-selecting subgroup who believes they know better than anyone else, and based on that, feel they have a right to impose their "wisdom" on everyone else. no, i'm not talking about math or hard science, i'm talking soft sciences or ideology. education isn't a protection, as "education" is often just indoctrination into a set of assumptions that cannot be doubted on fear of banishment from the group

    so i cast my lot with the wisdom of the mob. i don't trust the mob, but at least its allegiances are simple and easy to discern. in other words, yes, the mob is dumb, but the mob is also honest. so-called experts meanwhile are more often just ideologues with a political agenda to promote

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  9. The Filter Bubble by Sir_Eptishous · · Score: 2

    Please watch Eli Pariser's talk at TED about Filter Bubbles: http://www.youtube.com/watch?v=Gbi2i_Y7gSE The "wisdom" of the crowds is "managed" via cherry picked search results, etc;

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  10. reminds me of middle school by Anonymous Coward · · Score: 3, Interesting

    somehow a debate came up about whether cats eyes glow in the dark or are highly reflective, making them appear to glow in the dark in low light situations. The teacher honestly did not know the answer (facepalm) and asked the class to vote on it. It was almost unanimous that they did in fact glow in the dark, aside from me and one other poor soul. I remember that day very vividly. It was the day I realized people are dumb and a general consensus means NOTHING in terms of accuracy.

  11. And therein lies the difference by Toe,+The · · Score: 4, Insightful

    Facebook is just plain crowd: like a mob with everyone shouting.

    Slashdot is a crowd moderated by randomly selected crowd-members, with multiple-moderation, meta-moderation, and karma-influence.

    That's a huge difference. And you can see it. On Facebook, there's an endless stream of garbage. On slashdot, you can go back to an article that has matured and just read the 4s and 5s and get a pretty good sense of the best content.

    No slashdot ain't close to perfect. What this shows however is that "wisdom of the crowds" is variable based on the system used. The more complex and well thought-out the system, the more wise the crowd gets.

  12. "Wisdom" of crowds easily subverted by gestalt_n_pepper · · Score: 2

    The most common way is for crowd members to transmit and receive most information from each other, instead of all doing their own research. This tends to amplify distortion (Remember the "telephone" game from your childhood). When intra-crowd communication is minimized, the crowd again becomes accurate.

    This principle can be demonstrated by blogs that repeat stories from blogs that repeat stories from blogs.... Copy and paste, oddly enough, serves to minimize some of the distortion effects, however, additional commentary that accretes around the original story with each telling inevitably creates more distortion.

    Another distortion is the "Fox News" effect, where erroneous information is repeated endlessly to a large portion of the crowd. Repeated enough times, this method too distorts the information picture by adding single-source bias. FYI, this happens with all MSM media outlets. Fox News is just the most obvious example.

    So the wisdom of crowds exists and is useful, but the internet has provided a friction free means by which it can be distorted and become useless, or worse.

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  13. Re:Quoting Men in Black (?) by eepok · · Score: 2

    "The fundamental cause of the trouble is that in the modern world the stupid are cocksure while the intelligent are full of doubt. "

  14. Rousseau was Wrong by Pfhorrest · · Score: 2

    Jean Jacques Roussea once famously argued (famously amongst political philosophers at least) that it is necessarily rational to follow the majority decision, because the larger a group you pose a question to, the more likely the majority answer is going to be.

    He argued this roughly as follows:
    (1) The average person is at least a tiny, tiny bit more likely to be right than to be wrong on any given question.
    (2) Any bias in a set of figures will tend to be more pronounced in a larger set [e.g. a coin weighted 51% toward heads will be more likely to show a greater proportion of heads to tails in a series of a million flips than it would in say, two flips, where you might very reasonably expect one heads and one tails].
    Therefore:
    (3) The larger a crowd you pose a question to, the more likely the majority answer is to be correct.

    I am fond of inverting that argument against his position, showing that if we deny the first premise and instead adopt the inverse, that the average person is most likely going to give you an incorrect question to a random question (which I find much more plausible than Rousseau's assumption), then by the same statistical reasoning, the larger a crowd you pose a question to, the more likely the majority answer is to be incorrect.

    Voila, statistical proof that people are stupider in crowds than they are on their own.

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