There is a whole research field on Social Analytics that is trying to understand group-behavior and even to predict outcomes of groups of people under certain circumstances or constraints.
People are NOT rational. Period. Despite what they say. This is true independent of education, social class, race, background etc.
A good example is “copying” (behavior of others). Another aspect is fearing to be left out, or be discovered to diverge from the current group opinion.
As a fun excercise, observe “New Product Announcement” threads on HF and CA