Freakonomics Radio 80. Riding the Herd Mentality
Jun 20, 2012
Robert Cialdini, a renowned social psychologist and author, dives into the psychology of peer influence and how social norms shape our choices. He discusses compelling examples like Mayor Mockus' shaming tactics in Bogotá and the impact of energy-use experiments. Chrissy Clark offers on-the-ground reporting from drought-stricken Midland, revealing how shame campaigns and water-use maps transformed community behavior. Together, they explore the fine line between motivating change and backfiring when norms go awry, illuminating the power of collective responsibility.
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Mimes And Mockus Transformed Bogota
- Bogota's mayor Antanas Mockus used theatrical shaming like mimes and thumbs-up/down cards to change behavior.
- The public humiliation made citizens internalize new norms and reduced traffic fatalities and violence.
People Follow Peers As A Shortcut
- Robert Cialdini shows people copy peers as a low-effort shortcut for uncertain decisions.
- A message saying "your neighbors are doing it" cut home energy use more than environmental or financial appeals.
We Underestimate How Much Peers Influence Us
- People deny peer influence even while being affected by it.
- This denial causes policymakers to underuse social-norm messaging despite its power.
