Subsequent experiments were based on more realistic situations. In an eyewitness identification task, participants were shown a suspect individually and then in a lineup of other suspects. They were given one second to identify him, making it a difficult task. One group was told that their input was very important and would be used by the legal community. To the other it was simply a trial. Being more motivated to get the right answer increased the tendency to conform. Those who wanted to be most accurate conformed 51% of the time as opposed to 35% in the other group.
Economists have suggested that fads and trends in society form as the result of individuals making rational choices based on information received from others. These informational cascades form quickly as people decide to ignore their internal signals and go along with what other people are doing. Cascades are presumed fragile, because people are aware that they are based on limited information. This is why fads often end as quickly as they begin.
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