Image Source:Īpart from a being clumsily executed, the Pepsi ad tries to benefit commercially from protest movements such as Black Lives Matter. It was produced by Pepsi’s in-house agency, Creators League Studio. More recently I would argue the Kendall Jenner Pepsi ad in 2017 is probably the result of groupthink. Janis argues that the Bay of Pigs disaster (the plan to invade Castro’s Cuba in 1961) was also caused by groupthink. Admiral Kimmel and his staff ignored clear warnings about a Japanese attack on Pearl Harbor because of a culture of group cohesion and lack of critical thinking. The psychologist Irving Janis published a book in 1972 which argued that groupthink was responsible for the US not being prepared for the Japanese attack on Pearl Harbor in 1941. Indeed, James Surowiecki in The Wisdom of Crowds argues that the greater the influence a group’s members have on each other, and the more personal interaction there is between members, the more likely they will make a poor decision. People in groups will often change their opinion, not because they believe the majority view, but because it is easier to change their opinion than to challenge the group’s view.Īs a result independent thinking is compromised by groupthink. Homogeneity also creates a pressure to conform as people don’t like to stand or feel isolated. Groupthink may also lead to dehumanizing behaviour towards the “outgroup” to undermine their potential contribution to the “ingroup”. This means the “ingroup” overestimates its own expertise and underestimates the abilities of other people (the outgroup). Such groups suffer from an illusion of invulnerability, a tendency to rationalise away counterarguments to the group’s solution and a belief that dissent is not helpful. Homogeneous groups become progressively less effective at exploring alternative solutions. Each person is bringing less and less new information to the group.

Groups that have too many similar people in them find it harder to keep learning.

As a result more certain that the group’s view on an important issue is correct. This occurs they become more reliant on the group, more insulated from external influence. Homogenous groups are more likely to become cohesive than diverse groups. As information that contradicts the group’s wisdom is dismissed, members come away from meetings with their opinions reinforced. Groupthink is the tendency for small homogenous groups to make poor decisions due to a lack of diversity, independent thinking and a desire for conformity.

Group think