iconimg Tuesday, April 21, 2015

Agence France-Presse
Paris, June 20, 2013
If you have just seen a play that you privately think is drivel, will you keep silent when everyone around you demands an encore? Possibly not, says an unusual investigation published Wednesday in the Journal of the Royal Society Interface. Combining a psychological experiment and mathematical analysis, the research marks a scientific attempt to quantify the fuzzy notion of “social contagion” — how individual behaviour is influenced by group dynamics.

Mathematician Richard Mann of Sweden’s Uppsala University and colleagues video-taped groups of university students as they responded to a seven-minute Powerpoint presentation on a biological study.

Neither the students nor presenters knew the applause was being analysed. Mann and his team broke the applause down into mathematical models — and the results were revealing.

“People in the audience didn’t make an independent choice about how good the talk was and then clap an appropriate number of times,” Mann told AFP by email.

“Instead, they responded very predictably to the social pressure around them, which we believe they felt through the volume of clapping in the room.”

As more people started clapping, each individual who hadn’t started felt more pressure to join in, the statistics showed.

Mann said the results showed that group behaviour was reflected in patterns, and this knowledge had a range of uses.