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ERIC Number: ED122338
Record Type: Non-Journal
Publication Date: 1974
Pages: 16
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Collective Behavior and the Risky Shift: A Theory of Communication Strategy.
Courtright, John A.
The purpose of this essay was to propose a new explanation of collective behavior and to hypothesize the role of communication in this process. Unlike previous theories, which rely on a group effect, this explanation is based on the behavior of individual members of the collectivity. Using the experimental finding of the "risky shift," or the tendency in group decision making to exercise less caution when exposed to group influence, this essay summarizes the research history of the "risky shift," presents two different theories proposed to explain this finding, and examines the manner in which small groups become more risky/cautious as a function of group context. In addition, an extrapolation of small group behavior to the larger collectivity is provided. The implications of cultural values and communications strategies for collective behavior are summarized. (Author/KS)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A