Our choices become influenced by society, and this creates a vicious circle where what is being done by the other person is seen as appropriate to others.
Extensive studies show people replicate parts of behaviour in a social setting while showing their own preference towards some aspects of the decision. Example: While opting to donate in charitable institutions, people would match the amount but choose a charity of their own preference.

Choices And Social Signals

While eating out, shopping, or during a donation drive, some of us make choices that we wouldn’t normally make.
Studies on consumer behaviour show that while some would mimic or copy the behaviour of the person they observe, some would choose to do the exact opposite.

How We Copy The Choices Of Others

New research on consumer behavior shows that we tend to match some types of choices the people around us make, but not others.

How We Copy The Choices Of Others

'I'll have what she's having' – how and why we copy the choices of others

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