1. Introduction
The idea that we conform to what others are doing or approve of is not a new one. We have long been aware that we have a common tendency to adopt the opinions and follow the behaviours of the majority - a concept known as social norms or conformity. Charles Mackay, the 19th century Scottish writer, quoted above, observed the concept in its more extreme form - that of ‘herding’ - blindly following what others are doing. Arthur Jenness’ experiments in the 1930s followed by Solomon Asch’s and others’ research in the 1950s then began to explore the concept...