Socially Shared Cognition

How Shared Cognitions Develop

There are a number of different ways in which cognitions become shared among a particular social or cultural group. First, evolution has played a major role in shaping how cognitions are shared and in what ways. For example, evolved tendencies toward affiliation (e.g., need to belong) ensure healthy amounts of social contact, which is necessary for shared cognitions to develop. The brain structures designed for language interpretation and production are also central to the processes involved in shared cognitions. Common experience is also important for shared cognitions. People who share a particular location experience the same environment and learn to adapt to that environment in similar ways. Recent dynamic models of social influence have shown that simply living in the same geographic location leads to belief convergence among people.

However, most shared cognitions are probably developed through social perception and interaction. Virtually all cultures and societies have in place mechanisms for teaching their young the shared “truths” as defined by the culture or society. Schools, churches, libraries, museums, and so forth all serve as vehicles for socialization, helping [Page 812]ensure that knowledge and values considered valid or appropriate are shared among the members of a society or culture. In addition to these formal mechanisms, simply observing the behavior of others and interacting with them will lead to shared cognitions. Social comparison is another major influence on people's behavior, particularly in new or uncertain situations. People use social comparison both to detect appropriate behavior and opinions and to validate the correctness of their own behavior and opinions. Norms for appropriate behavior in a particular situation are learned quickly, even if those norms conflict with more accepted or prescribed rules for behavior. For example, even though littering is considered inappropriate behavior (a prescriptive norm), research has shown that people are much more likely to litter after being reminded of the prescriptive norm (do not litter) in settings where others have obviously littered (a descriptive norm).

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