people receive information from the choices of others. Suppose that there is a group of eight people, deciding whom to hire for a new position in a small business. The three candidates are Adam, Barbara, and Charles. If the first speaker says that Adam is clearly best, the second might agree, not because she prefers Adam, but because she trusts the first speaker and it is not clear that he is wrong. Once the first two speakers have spoken in favor of Adam, they have created a strong nudge on his behalf, and the third speaker might simply go along. The fourth speaker, and those who follow,
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