How Peer Pressure Shapes Consensus, Leadership and Innovations in Social Groups

Ernesto Estrada,Eusebio Vargas-Estrada

doi:10.1038/srep02905

Ernesto Estrada, Eusebio Vargas-Estrada

Open Access

https://doi.org/10.1038/srep02905

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Journal: Scientific Reports	Publication Date: Oct 9, 2013
Citations: 39	License type: CC BY 3.0

Affiliation: University of Strathclyde, Emory University

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.

Highlights

IntroductionWe present a model that captures peer pressure (PP) as a function of the socio-cultural distance between individuals in a social group
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

Summary

Introduction

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. Decisions in groups trying to reach consensus are frequently influenced by a small proportion of the group who guides or dictates the behavior of the entire network. In this situation a group of leaders indicates and/or initiates the route to the consensus, and the rest of the group readily follows their attitudes. Leaders may emerge either randomly in response to particular historical circumstances or from the individual having the most prominent position (centrality) in the social network at any time

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