The choices we make in large group settings, such as in online forums and social media, might seem fairly automatic. But our decision-making process is more complicated than we know. So, researchers at the University of Washington and UC Davis have been working to understand what’s behind that seemingly intuitive process. The research has discovered that in large groups of essentially anonymous members, people make choices based on a model of the “mind of the group” and an evolving simulation of how a choice will affect that theorized mind.

Even when they're thinking things through, people sometimes behave similarly to others, according to communication research at the University of California, Davis.