This article has an explanation that makes sense, given that the LACK of support for SSM is so large.
Here's how it works:
An AVAILABILITY CASCADE is a self-reinforcing process of collective belief formation by which an expressed perception triggers a chain reaction that give the perception increasing plausibility through its rising availability in public discourse. The driving mechanism involves a combination of informational and reputational motives: Individuals endorse the perception partly by learning from the apparent beliefs of others and partly by distorting their public responses in the interest of maintaining social acceptance. Availability entrepreneurs -- activists who manipulate the content of public discourse -- strive to trigger availability cascades likely to advance their agendas ("Availability Cascades and Risk Regulation," Timur Kuran and Cass Sunstein, Stanford Law Review, 1999).
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WHY is the push to agree with others such a big motivator? People are social animals; we crave being part of the group (well, SOME of us - even MOST of us). Those who are comfortable with NOT being in tune with the group are few - Think of Sheldon Cooper on the Big Bang Theory.
For that matter, even the relatively stand-apart loners still have SOME need to affiliate - the Nerds on the BBT sit together at lunch, hang around after work, go to the comic book shop and ComiCon together - they just have a higher tolerance for NOT being in tune with the group.
Even the TEA Partiers like to meet up occasionally.
True solitaries are rare - even Robinson Crusoe had his Friday - and Tom Hanks had his Wilson.
What is so objectionable about this pushing to conform? For one thing, it's a cold-blooded political tactic, that, because so few are aware that it is being performed, appears to be natural and organic.
I'm adding a link to the book that explains about all this social tinkering Nudge: Improving Decisions About Health, Wealth, and Happiness (don'cha just start to feel like one of the Betas in Brave New World?). Click on the link, or go to the Amazon Store on the right sidebar, click on the second page to get the link to the book.