In a clever experiment, Stanford researchers Scott Wiltermuth and Chip Heath randomly assigned people in groups of three to listen to the national anthem “O Canada” under different conditions of synchrony. In the control condition, participants read the words silently while the song played. In the synchronous condition, they sang the song out loud together. In the asynchronous condition, they all sang, but not in unison: each person heard the song at a different tempo. The participants thought they were being tested on their singing. But there was a twist: after singing, they moved into what
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