Tag Archives: Human behaviour

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

Shutterstock/hobbit Roger Whitaker, 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 …

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