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People Are More Conservative When Decisions Influence Many

A new study suggests people make more conservative choices when their decisions affect others.

Researchers from the University of Texas at Dallas discovered risk-taking is subdued when someone makes decisions for others.

The study, by Dr. Gary Bolton, was recently published in the European Economic Review. Bolton said he and his co-authors wanted to explore the effects social preferences have in risk-taking.

“Suppose that the chances I’m going to take influence not only what will happen to me, but what will happen to you,” Bolton said.

“Does that change my risk-taking behavior? This is important because a lot of risk decisions are taken in groups, in terms of business, government, or family. You’re not just deciding for yourself, but you’re deciding for others as well.”

Investigators found that social responsibility leads to more conservative risk behavior in group decision-making.

“I could lose some money, but you could lose some money, too,” Bolton said. “If it were just me, I’d take my chances. But since other people are involved as well, I become more conservative.”

Researchers conducted the experiments in a laboratory setting, where they could study the subjects’ behavior under controlled conditions. Sessions ran from April 2011 to January 2012 in the Cologne Laboratory for Economic Research at the University of Cologne in Germany.

The researchers compared risk-taking through simple games in which the players must choose between two options that lead to different payoffs. Some sets of questions determined the subject’s own payoff, while others determined the payoff for the subject and another player.

The 64 subjects —¬†Cologne students —¬†participated in five experiments that each ran about 45 minutes.

The researchers found that social preferences for a balanced payoff played a role in risk-taking. The subjects made safer decisions when the risk was extended to another subject.

According to the study, social responsibility explains the more conservative social decisions. One potential motive is a desire to be seen as a cautious social decision-maker “because that’s good for their reputation,” Bolton said.

Group membership also means that individuals may be influenced by their peers.

Researchers found that conformism, or changing one’s behavior to match the responses of others, also influences risk. That is, observing the choice of another leads both individual and social decisions toward whatever the other person’s expressed risk preference is.

“I think there’s a general sense that in committees, whether it’s in business, or at a university, or in governance, that decision-makers tend to be quite conservative, and oftentimes, the decisions they’re making have a risk element to it,” Bolton said.

“If they’re putting a new policy in place, they don’t know exactly how it’s going to come out.”

Source: University of Texas, Dallas

People Are More Conservative When Decisions Influence Many

Rick Nauert PhD

Rick Nauert, PhDDr. Rick Nauert has over 25 years experience in clinical, administrative and academic healthcare. He is currently an associate professor for Rocky Mountain University of Health Professionals doctoral program in health promotion and wellness. Dr. Nauert began his career as a clinical physical therapist and served as a regional manager for a publicly traded multidisciplinary rehabilitation agency for 12 years. He has masters degrees in health-fitness management and healthcare administration and a doctoral degree from The University of Texas at Austin focused on health care informatics, health administration, health education and health policy. His research efforts included the area of telehealth with a specialty in disease management.

APA Reference
Nauert PhD, R. (2018). People Are More Conservative When Decisions Influence Many. Psych Central. Retrieved on September 28, 2020, from
Scientifically Reviewed
Last updated: 8 Aug 2018 (Originally: 22 Sep 2015)
Last reviewed: By a member of our scientific advisory board on 8 Aug 2018
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