However, the study of juries uncovers a distinct kind of social influence that is also a source of noise: group polarization. The basic idea is that when people speak with one another, they often end up at a more extreme point in line with their original inclinations. If, for example, most people in a seven-person group tend to think that opening a new office in Paris would be a pretty good idea, the group is likely to conclude, after discussion, that opening that office would be a terrific idea. Internal discussions often create greater confidence, greater unity, and greater extremism,
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