Word: wiltermuth
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Dates: during 2000-2009
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...often comes in ways that involve literal rhythm. Soldiers march and chant. Religions incorporate singing and even dancing in their rituals. Sports events are filled with songs, synchronized cheers, and cries of "DEE-fense." In order to study the power of such collective behaviors, Stanford psychologists Scott S. Wiltermuth and Chip Heath devised a pair of tests. (See pictures of Super Bowl entertainment through the ages...
...both were devised so that the more the participants cooperated, the more they collectively won. In the second of the two games, there was also a rule that allowed individuals to keep more money for themselves, but it would come at the expense of the group haul. As Wiltermuth and Heath anticipated, the groups that had moved in rhythm earlier, cooperated better later - increasing their collective take. Those who moved at their own speed and tempo were likelier to be looking out only for themselves. (See the best and worst Super Bowl commercials...
...Synchronous activity," says Wiltermuth, "leads people to feel stronger connections to their group and therefore contribute more to the group's goals...
...stadium, Wiltermuth explains, this can be more powerful than it seems. The closeness that comes from cheering and rooting together often stays with you when you leave the stadium. "These fans might act more kindly to one another," he says, "and they might be more likely to engage in pro-social behavior such as volunteer tasks, aimed at benefitting the community represented by the team." When Pittsburgh Mayor Luke Ravenstahl playfully changed his name to "Steelerstahl" the week the Steelers met the Baltimore Ravens in the playoffs, he may have had more on his mind than just the Super Bowl...
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