Identity fusion: why some people will go to extremes for the beliefs of a group

By Roger Whitaker, Professor of Collective Intelligence, Cardiff University

Football fans often become so deeply connected to their club and to other fans, as though they’re related. They’re willing to support the group on a lifelong basis, with unwaivering pride even in the face of losses.

At first glance, it can seem puzzling when people align with groups or beliefs that involve a personal cost to themselves. It’s even more puzzling when the group members aren’t closely related and when the personal costs are extreme,…

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