E-Mail There's a reason that ideas--even erroneous ones--catch fire on social media or in popular culture: groupthink. New research co-authored by Berkeley Haas Asst. Prof. Douglas Guilbeault shows that large groups of people all tend to think alike, and also illustrates how easily people's opinions can be swayed by social media--even by artificial users known as bots. In a series of experiments, published in the journal Nature Communications, Guilbeault and co-authors Damon Centola of the University of Pennsylvania and Andrea Baronchelli of City University London created an online game that asked numerous people to identify what they saw in Rorschach inkblots.