A Desire to Be Right Through informational influence, people conform because they want to make good and accurate judgments of reality and assume that when others agree on something, they must be right. In Sherif’s autokinetic task, as in other difficult or ambigu- ous tasks, it’s natural to assume that four eyes are better than two. Hence, research shows that eyewitnesses trying to recall a crime or some other event will alter their recollections and even create false memories in response to what they hear other witnesses report.
When people are in a state of uncertainty, following the collective wisdom of others may prove to be an effective strategy. In the once-popular TV game show Who Wants to Be a Millionaire?, contestants who were stumped on a question were able to invoke one of two human forms of assistance: (1) calling a friend or relative who served as a designated “expert” or (2) polling the studio audience, which casted votes by computer for instant feedback. Overall, the “experts” were useful, as they offered the correct answer 65% of the time. Illustrating the wis- dom of crowds, however, the studio audiences were even more useful, picking the right answer 91% of the time.
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