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843/929

Gregory Berns, Iconoclast: A Neuroscientist

Reveals How to Think Differently (Boston,

MA: Harvard Business Press, 2008), 59–81.

See also Sandra Blakeslee, “What Other

People Say May Change What You See,”

New York Times, June 28, 2005. And see

Gregory S. Berns et al., “Neurobiological

Correlates of Social Conformity and

Independence During Mental Rotation,” Biological

Psychiatry 58 (2005): 245–53.

57. heightened activation in the amygdala:

In fact, in some iterations of the experiment,

where the volunteers played with a

group of computers rather than with a

group of people, their amygdalae stayed

quiet even when they disagreed with the

computers. This suggests that people who

don’t conform suffer not so much the fear

of being wrong as the anxiety of being excluded

from the group.

58. face-to-face interactions create trust:

Belinda Luscombe, “Why E-Mail May Be

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