quiet-the-power-of-introverts-in-a-world-that-cant-stop-talking-susan-cain

experimenters used an fMRI scanner to
take snapshots of the volunteers’ brains
as they conformed to or broke with
group opinion.
The results were both disturbing and
illuminating. First, they corroborated
Asch’s findings. When the volunteers
played the game on their own, they
gave the wrong answer only 13.8 percent
of the time. But when they played
with a group whose members gave unanimously
wrong answers, they agreed
with the group 41 percent of the time.
But Berns’s study also shed light on
exactly why we’re such conformists.
When the volunteers played alone, the
brain scans showed activity in a network
of brain regions including the occipital
cortex and parietal cortex, which
are associated with visual and spatial
perception, and in the frontal cortex,
which is associated with conscious
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