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3. Groups Polarize (or
Amplify)
Opinion
We humans are complicated and interesting
creatures. Studies show that we tend to
believe that we are slightly more attractive
and more accomplished than the average (even
though we don't have a clue what that average
is): we usually carry around a healthy
psychological illusion that we are a bit
better.
On the other hand, we are social creatures and keen to fit in with the flock. As a result when we are put together with other people we will tell ourselves that our superior perspective should be softened for the group’s benefit (and to ensure that the group accepts us).
When the discussion of the group turns out to support our position on the topic, we feel we have license to make our view more extreme.
This amplification of our initial position is increased by the mental rehearsal required in order to express our opinion to other people.
You can see how, in no time at all, a group of people can reach an extreme position on the topic that goes way beyond what each of them felt initially on their own
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Next time I'll talk about how laziness, groupthink and leaders can bias focus groups.
I'll also reveal the only times that I do believe focus groups can contribute legitimately to consumer understanding.
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© 2008 Philip Graves Consumer Behaviour Resource. All rights reserved