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When to break from the herd to make a better decision

October 6, 2021

When to break from the herd to make a better decision

different decision

DSC researcher Ian Krajbich and colleague Cary Frydman find that when people see others in their group hesitating before making a choice, they are about twice as likely to break from the group and make a different choice.

Their study was published this week in the journal Management Science.

Click here for the press release.