Introduction

Have you ever experienced or witnessed the following?

“The CEO wants option A.” After the first two managers support “A,” the rest quickly follow suit (“Then I’ll go for A too”), without voicing their own analysis. This is consistent with following/imitating the group. Herd behavior in the meeting (visible behavior)

No one dares to question risks, assumptions, or data anymore (“We’re all on the same page”), and dissent feels “disloyal.” This is consistent with groupthink: the group ends up in a shared mindset that stifles criticism. Herd mentality in the meeting (underlying climate).

What are herd behavior and herd mentality?

One definition refers to the tendency of individuals to imitate/follow the behavior of the group. In such a situation, people often think less independently and follow the group almost “automatically.” You also see this in teams/organizations because people instinctively tend to follow the majority.

Herd mentality is often used to describe the mental atmosphere/mindset in which the group “thinks in one direction” and dissenting views are less likely to be heard—this is often referred to in psychology as groupthink. It is thinking along the same lines (mentally/culturally), which makes herd behavior more likely to occur.

Herd behavior is not only seen within a company but also occurs very often intracompany. Organization A uses assessment X. Organization B decides to use the same assessment, not because it is valuable or valid (organization A will have done its homework…), and so assessment X is also used in organization B. Without worrying about quality and validity.

The role of organizational climate and cognitive diversity on groupthink

Organizational climate

  1. Psychological safety

Recent meta-analyses show that teams with high psychological safety generate up to 27% more innovative ideas and achieve 19% more successful implementations than teams where this safety is lacking (Edmondson, 1999; Journal of Applied Psychology, 2023).

Psychological safety, defined as the shared belief that team members can take interpersonal risks without fear of negative consequences, thus appears to be one of the strongest predictors of innovative team results.

  1. Time pressure and lack of trust

Time pressure and lack of trust reinforce herd mentality and herd behavior. Experimental studies show that under high time pressure, the tendency toward conformity and groupthink in teams increases significantly. A randomized laboratory study showed that high conformity, stimulated by rewards for group alignment and penalties for deviation, led to a sharp decrease in the number of decisions in which the minority opinion was taken into account (37.7% with high conformity versus 61.5% with low conformity, p < 0.001).

In stable environments, high-conformity groups performed slightly better, but as soon as the environment changed, their performance declined significantly more than that of low-conformity groups (from 0.79 to 0.37 correct choices, p = 0.005).

Trust within teams is a critical predictor of psychological safety and creativity. Meta-analyses confirm that trust within the team has an above-average positive effect on team performance (ρ = 0.30).

The combination of time pressure and trust largely determines the innovative capacity of teams. Under high time pressure, teams only perform well if there is a high degree of trust and psychological safety. In situations with little trust, time pressure leads to more conformity and less innovation, while in teams with a high level of trust, time pressure can actually lead to increased learning motivation and innovation, provided it is supported by development-oriented feedback from managers.

Expertise diversity within teams increases the positive effect of humble leadership on team reflection and innovation, especially when team members are encouraged to share different perspectives.

Cognitive Diversity

Cognitive diversity, or differences in knowledge, perspective, and problem-solving style, appears to be a powerful driver of innovation. Empirical research in complex environments, such as the work of Sauer et al. (2006), shows that teams with different levels of system understanding perform significantly better on complex tasks. These teams respond more quickly and accurately to unexpected situations and make fewer mistakes. The type of cognitive diversity is important here: diversity in depth of understanding and approach to problems yields more than mere functional specialization.

Other studies confirm that cognitive diversity only leads to innovation if there is sufficient mutual understanding and a shared language within the team. Teams with a lot of diversity but little shared understanding are more prone to miscommunication and conflict, which actually hinders innovation.

Leadership that focuses on developing a shared language and facilitating debate ensures that the benefits of cognitive diversity are actually exploited.

  1. The VIEW model, which maps problem-solving styles (https://www.o2c2. eu/organisations/solutions/building-innovation-capacity/engaged-teams), has been scientifically validated and shows that teams with a mix of explorers (focused on innovation) and developers (focused on optimisation) are more creative and more resistant to peer pressure. The balance between external (thinking out loud) and internal (reflective) working, and between task and relationship orientation, also contributes to preventing herd behavior and stimulating innovation.

Cognitive diversity is a powerful driver of innovation, provided it is managed well. Empirical research in complex technical environments shows that teams with diverse ways of thinking perform significantly better on complex tasks. Controlled studies have shown that teams with diversity in system understanding scored better on primary task performance and acted more efficiently in unexpected scenarios. These advantages were particularly evident in diversity in depth of understanding, not merely in functional specialization (Sauer et al., 2006).

At the same time, reviews indicate that cognitive diversity can also lead to communication problems and conflicts, especially if team members are not open to each other’s perspectives or if there is insufficient psychological safety (Mansoor et al., 2013).

kuddegedrag

From herd behavior to agility

The first step to being agile is seeing signals.

Being agile means being able to see and reflect on signals from the outside world, such as changes in what customers want, new threats, or new opportunities. Research shows that teams with significant cognitive diversity—characterized by different backgrounds, skills, and thought processes—are significantly better at detecting weak or ambiguous signals. Because everyone pays attention to different signals and understands things in their own way, the group is less likely to miss important changes or get stuck in blind spots. It’s important to have a wide range of opinions so that you get early warnings and know what’s going on in situations that are difficult to understand and constantly changing. It helps teams see patterns and prepare for changes before they are needed.

Psychological safety makes it easier for information to flow.

But it is not enough to simply have different points of view. Even if what they see is not normal, team members must feel free to speak up, share their ideas, and report strange things immediately. This makes it possible to quickly recognize signals and respond to them. Ensuring that everyone on the team feels mentally safe is an important part of this process. This means that they should not be afraid to take risks with other people. People are more likely to speak up, share new ideas, and admit when they are wrong if they feel mentally safe. This openness makes it easier to disseminate information quickly and in larger quantities. This reduces the likelihood of information being filtered or the organization remaining silent, which can lead to important signals being missed or hidden. This helps teams identify and solve problems that are likely to arise much more quickly, allowing them to adapt better to change.

Structured processes help you get answers quickly

The speed with which a group or team can devise and implement new solutions after identifying a signal depends on how they have set up their problem-solving processes. Research shows that individuals can solve problems independently, but that groups achieve better results when they use a more methodical strategy. Leaders who help teams go through clear steps, such as identifying the problem, brainstorming solutions, weighing the pros and cons of each option, and creating a plan for implementation, ensure that everyone has a say and that there is no confusion. This structured process not only speeds up the learning cycle, but also leads to better and more creative answers.

By using these methods, teams avoid getting bogged down in endless discussions or making decisions too quickly. They don’t wait around, but move quickly from looking for signals to taking action.

References:

Conformity, brain areas, and creativity

Conformity

Medial Prefrontal Cortex (mPFC) & Anterior Cingulate Gyrus (ACC) in Conformity. These brain areas are activated when individuals notice that their opinion differs from that of the group, leading to discomfort and an impulse to conform.

Source:

Klucharev, V., Hytönen, K., Rijpkema, M., Smidts, A., & Fernández, G. (2009). Reinforcement learning signal predicts social conformity. Neuron, 61(1), 140-151. https://doi.org/10.1016/j.neuron.2008.11.027

fMRI study shows activation of ACC and mPFC in response to deviating group opinions and predicts behavioral adjustment to group norms.

Berns, G. S., Chappelow, J., Zink, C. F., Pagnoni, G., Martin-Skurski, M. E., & Richards, J. (2005). Neurobiological correlates of social conformity and independence during mental rotation. Biological Psychiatry, 58(3), 245-253. https://doi.org/10.1016/j.biopsych.2005.04.012

Social influence and adapting decisions to group pressure

Review of fMRI research on social influence, with emphasis on mPFC and ACC. ACC activation is evident in social conflicts and mPFC involvement in adapting decisions to group pressure.

Izuma, K., Adolphs, R., & O’Doherty, J. P. (2015). The neural basis of social influence and attitude change. Current Opinion in Neurobiology, 23(3), 456-462. https://doi.org/10.1016/j.conb.2013.03.009

Influencing herd behavior

Brain synchronization in the Inferior Frontal Gyrus (IFG) associated with imitation and less original group solutions

– Synchronization in imitation-related areas such as the IFG is associated with more herd behavior and less creativity. Hyperscanning shows that IFG synchronization is associated with imitation and behavioral alignment in groups.

Sources:

Jiang, J., Dai, B., Peng, D., Zhu, C., Liu, L., & Lu, C. (2012). Neural synchronization during face-to-face communication. Journal of Neuroscience, 32(45), 16064-16069. https://doi.org/10.1523/JNEUROSCI.2926-12.2012

Xie, H., Jiang, Y., Li, X., & Lu, C. (2020). Interpersonal brain synchronization in the IFG predicts behavioral conformity after group discussion. NeuroImage, 211, 116633. https://doi.org/10.1016/j.neuroimage.2020.116633

Direct evidence that IFG synchronization predicts group conformity.

Liu, N., Mok, C., Witt, E. E., Pradhan, A. H., Chen, J. E., & Reiss, A. L. (2016). NIRS-based hyperscanning reveals inter-brain neural synchronization during cooperative Jenga game with face-to-face communication. Frontiers in Human Neuroscience, 10, 82. https://doi.org/10.3389/fnhum.2016.00082

 

Impact on innovation

Synchronization in the dorsolateral prefrontal cortex (DLPFC) predicts cognitive flexibility and innovation

Sources:

Lu, K., Xue, H., Nozawa, T., & Hao, N. (2019). Cooperation makes a group be more creative. Cerebral Cortex, 29(8), 3457-3470. https://doi.org/10.1093/cercor/bhy217

fNIRS hyperscanning shows that DLPFC synchronization predicts group creativity and flexibility.

Xue, H., Lu, K., Hao, N., & Liu, J. (2018). Brain-to-brain synchronization in the right DLPFC underlies group creative performance. Social Cognitive and Affective Neuroscience, 13(8), 849-860. https://doi.org/10.1093/scan/nsy060

DLPFC synchronization is positively correlated with innovative group performance.

Sun, Y., Zhang, W., Tang, H., & Wang, Y. (2020). Inter-brain synchronization in the DLPFC supports group creative idea generation. NeuroImage, 206, 116311. https://doi.org/10.1016/j.neuroimage.2019.116311

DLPFC synchronization predicts divergent thinking and innovation in teams.

Meta-analyses and Review Studies

The neurological basis of conformity, imitation, and creativity is broadly supported in meta-analyses.

  • Sources:
    • Wu, X., Yang, W., Tong, D., Sun, J., Chen, Q., Wei, D., … & Qiu, J. (2015). A meta-analysis of neuroimaging studies on divergent thinking using activation likelihood estimation. Human Brain Mapping, 36(7), 2703-2718. https://doi.org/10.1002/hbm.22801

Overview of brain areas involved in creativity: DLPFC, IFG, mPFC, ACC.

DLPFC and IFG as core areas for flexibility and imitation, respectively.

    • Czeszumski, A., Eustergerling, S., Volz, L. J., King, J. A., & König, P. (2020). Hyperscanning: A valid method to study neural inter-brain underpinnings of social interaction. Frontiers in Human Neuroscience, 14, 39. https://doi.org/10.3389/fnhum.2020.00039