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How peer pressure shapes consensus, leadership, and innovations in social groups.

ABSTRACT: What is the effect of the combined direct and indirect social influences--peer pressure (PP)--on a social group's collective decisions? We present a model that captures PP as a function of the socio-cultural distance between individuals in a social group. Using this model and empirical data from 15 real-world social networks we found that the PP level determines how fast a social group reaches consensus. More importantly, the levels of PP determine the leaders who can achieve full control of their social groups. PP can overcome barriers imposed upon a consensus by the existence of tightly connected communities with local leaders or the existence of leaders with poor cohesiveness of opinions. A moderate level of PP is also necessary to explain the rate at which innovations diffuse through a variety of social groups.

SUBMITTER: Estrada E

PROVIDER: S-EPMC3793217 | biostudies-other | 2013

REPOSITORIES: biostudies-other

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How peer pressure shapes consensus, leadership, and innovations in social groups.

Estrada Ernesto E Vargas-Estrada Eusebio E

Scientific reports 20131009

What is the effect of the combined direct and indirect social influences--peer pressure (PP)--on a social group's collective decisions? We present a model that captures PP as a function of the socio-cultural distance between individuals in a social group. Using this model and empirical data from 15 real-world social networks we found that the PP level determines how fast a social group reaches consensus. More importantly, the levels of PP determine the leaders who can achieve full control of the ...[more]

PMID: 24104951

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