Much of what we do in advertising strategy is try to make sense of ‘group think’ and societal trends. Often we are quick to jump to conclusions or point to some quant data that can answer the question for us. But there are few baffling rules that continue to trouble sociologists regarding human behavior — and one of those is how seemingly moral, law-abiding citizens fail to report crimes they witness. Most recently this has surfaced in the hit-and-run death of a little Chinese toddler on a busy street and, of course, college (American) football in the US. Obviously we all believe that regardless of how scared we are, we’d step in and stop a crime, or at the very least call the police immediately. But social psychology research on “bystander” behavior suggests that many of us might actually turn away. Why is that? Sometimes we are so quick to get involved in other people’s business. But other times, perhaps when we are most needed, we shy away and let fate play out…Perhaps Mark Levine, a social psychologist at Lancaster University in the U.K., puts it best when he says ”somehow, when we’re with other people, we lose our rational capacity or personal identity, which controls our behavior.”…So what exactly is Group Think? And how does this reflect on our approach to brainstorming and other endeavors where the Wisdom of Crowds are supposed to take hold?