Why it's so hard to say "no" when everyone says "yes"

01/15/2009 | CNN

Every entrepreneur knows how tough it can be to contradict the conventional wisdom, to zig when everyone else is zagging. A study in the journal Neuron shows why: When an individual holds an opinion that goes against the others in a group, the body sends an "error signal" by firing up a zone known as the "oops area" of the brain while slowing down the so-called "reward area." "Our brains are exquisitely tuned to what other people think about us, aligning our judgments to fit in with the group," explains a psychiatry professor at Emory University.

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