How Group Dynamics Influence Us: Unreported Crimes

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?

What would you do?

 

Beware the Socialnistas – Community Vs Audience – Consumers as Judas

The difference between a community and audience is what direction you face your soapbox. There’s a huge difference, one will fall on their swords for you; others will watch you fall. And this week the Socialnistas have been watching Nestle fall — and fall hard. Brands have to be careful these days playing in the social sphere. A small issue can quickly become a brand-altering disaster for years to come. Guerilla social media attacks –  social media users looking for a way to “make a difference” – are on the rise. Nestle hit a social media landmine this week with its association with a company that supplies palm oil to the Swiss chocolate giant. Protesters have posted a negative video on YouTube, deluged Nestlé’s Facebook page and peppered Twitter with claims that Nestlé is contributing to destruction of Indonesia’s rain forest. Brands Beware. Judas is behind you…

Kit Kats Kill...I guess?