We often choose conformity to preserve reputation
But other people, though believing that group members were unaccountably mistaken, were unwilling to make, in public, what those members would see as an error.
Cass R. Sunstein • Conformity
Extremists are often following one another.
Cass R. Sunstein • Conformity
This finding suggests that people did not really believe their own senses were misleading them; they were trying instead not to look stupid in front of other people.