What is pluralistic ignorance?
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In social psychology, pluralistic ignorance is a situation in which a majority of group members privately reject a norm, but go along with it because they incorrectly assume that most others accept it. This is also described as "no one believes, but everyone thinks that everyone believes". In short, pluralistic ignorance is a bias about a social group, held by the members of that social group.
Pluralistic ignorance
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Pluralistic ignorance can be contrasted with the false consensus effect. In pluralistic ignorance, people privately disdain but publicly support a norm (or a belief), while the false consensus effect causes people to wrongly assume that most people think like they do, while in reality most people do not think like they do (and express the disagreement openly). For instance, pluralistic ignorance may lead a student to drink alcohol excessively because she believes that everyone else does that, while in reality everyone else also wishes they could avoid binge drinking, but no one expresses that due to the fear of being ostracized. A false consensus for the same situation would mean that the student believes that most other people do not enjoy excessive drinking, while in fact most other people do enjoy that and openly express their opinion about it.
Pluralistic ignorance
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The false-consensus effect can be contrasted with pluralistic ignorance, an error in which people privately disapprove but publicly support what seems to be the majority view (regarding a norm or belief), when the majority in fact shares their (private) disapproval. While the false-consensus effect leads people to wrongly believe that the majority agrees with them (when the majority, in fact, openly disagrees with them), the pluralistic ignorance effect leads people to wrongly believe that they disagree with the majority (when the majority, in fact, covertly agrees with them). Pluralistic ignorance might, for example, lead a student to engage in binge drinking because of the mistaken belief that most other students approve of it, while in reality most other students disapprove, but behave in the same way because they share the same mistaken (but collectively self-sustaining) belief. In a parallel example of the false-consensus effect, a student who likes binge drinking would believe that a majority also likes it, while in reality most others dislike it and openly say so.
False consensus effect
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The theory of pluralistic ignorance was studied by Floyd Henry Allport and his students Daniel Katz and Richard Schanck. He produced studies of racial stereotyping and prejudice, and attitude change, and his pursuit of the connections between individual psychology and social systems helped to found the field of organizational psychology. Elisabeth Noelle-Neumann, in her spiral of silence theory, argued that media biases lead to pluralistic ignorance.
Pluralistic ignorance
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Pluralistic ignorance has been linked to a wide range of deleterious consequences. For example, victims of pluralistic ignorance see themselves as deviant members of their peer group: less knowledgeable than their classmates, more uptight than their peers, less committed than their fellow board members, less competent than their fellow nurses (see the Dunning–Kruger effect operating in the opposite direction). This can leave them feeling bad about themselves and alienated from the group or institution of which they are a part. In addition, pluralistic ignorance can lead groups to persist in policies and practices that have lost widespread support: This can lead college students to persist in heavy drinking, corporations to persist in failing strategies, and governments to persist in unpopular foreign policies. At the same time, it can prevent groups from taking actions that would be beneficial in the long run: actions to intervene in an emergency, for example, or to initiate a personal relationship.
Pluralistic ignorance
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Another case of pluralistic ignorance concerns drinking on campus in countries where alcohol use is prevalent at colleges and universities. Students drink at weekend parties and sometimes at evening study breaks. Many drink to excess, some on a routine basis. The high visibility of heavy drinking on campus, combined with reluctance by students to show any public signs of concern or disapproval, gives rise to pluralistic ignorance: Students believe that their peers are much more comfortable with this behavior than they themselves feel.
Hans Christian Andersen's fairy tale "The Emperor's New Clothes" is a famous fictional case of pluralistic ignorance. In this story two con artists come into the Emperor's kingdom and convince him that they make the finest clothes in all of the land that can only be seen by anyone who was not stupid. The con artists continued to steal gold, silk and other precious items for their "unique creation". Out of fear for being seen as stupid, all of the emperor's men and townspeople kept silent about the fact they could not see the emperor's clothes until finally a small child comes forth and says that the emperor isn't wearing any clothes. Once the child is willing to admit that he cannot see any clothes on the emperor, the emperor and townspeople finally admit that the emperor has been tricked and that there was never an outfit being made.
Pluralistic ignorance
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Prentice and Miller found that, on average, private levels of comfort with drinking practices on campus were much lower than the perceived average. In the case of men, they found a shifting of private attitudes toward this perceived norm, a form of cognitive dissonance. Women, on the other hand, were found to have an increased sense of alienation on the campus but lacked the attitude change detected in men, presumably because norms related to alcohol consumption on campus are much more central for men than for women. Research has shown that pluralistic ignorance plagues not only those who indulge, but also those who abstain: from gambling, smoking and drinking and among some who follow vegetarianism. The latter has found that pluralistic ignorance can be caused by the structure of the underlying social network, not cognitive dissonance.
Pluralistic ignorance
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Men's conceptions of how they are expected to conform to norms of masculinity present additional examples of pluralistic ignorance. Specifically, most men are uncomfortable with other men "bragging about sexual acts and giving details," but erroneously believe themselves to be in the minority for their discomfort. Similarly, men underestimate other men's "desire to make sure they have consent when sexually active." This "role-conflict" can have deleterious consequences for men's physical and mental health, as well as for society.
Pluralistic ignorance
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A phenomenon known as false consensus is closely related to the idea of pluralistic ignorance, and refers to the incorrect belief that others are similar, when in reality they are not. For example, heavy drinkers will think that most others consume as much as they do, and will use this belief to justify their behavior. Berkowitz, an independent consultant who works full-time to promote these ideas, describes false consensus and pluralistic ignorance as "mutually reinforcing and self-perpetuating...the majority is silent because it thinks it is a minority, and the minority is vocal because it believes that it represents the majority" (p. 194).
Social norms approach
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Individuals' behaviours are guided by what they perceive to be society's expectations and their peers' norms. People measure the appropriateness of their actions by how far away they are from those social norms. However, what is perceived as the norm may or may not actually be the most common behaviour. In some cases of pluralistic ignorance, most people falsely believe the social norm is one thing, but in fact very few people hold that view.
Normality (behavior)