Why do people tend to do what others do, prefer what others prefer, and choose what others choose? Our study, published today in Nature Human Behaviour, shows that people tend to copy other people's ...

“Conform” began as an off-handed comment debut author Ariel Sullivan made to her husband during a “dark point” in her life, she tells TODAY.com. Sullivan was struggling with postpartum depression and ...

What causes individuals to conform to the opinions and judgments of others? Why do they need to? When is it an advantage to merge with the group and when is it not? Investigating the social, ...

Margaret Atwood’s novel, The Handmaid’s Tale, described the horror of the authoritarian regime of Gilead. In this theocracy, self-preservation was the best people could hope for, being powerless to ...