Why is yawning contagious?

Suggestibility

, explained.
Bias

What is Suggestibility?

Suggestibility refers to how susceptible we are to altering our behavior based on the suggestions of others.

Where this bias occurs

People are considered suggestible if they act or accept suggestions based on the input of others. We range in our suggestibility, with factors causing suggestibility including our self-esteem, age, upbringing, and assertiveness.1

Suggestibility can be seen in many instances, especially among children, as they are more likely than adults to accept new information in a non-critical fashion. An example of suggestibility can be noted in the recounting of a fight or argument at a children’s school. Witnesses to the fight may initially think the fight was not serious. After hearing someone describe the conflict using language that framed it as a violent affair, they may alter their recollection and unknowingly distort their memory.

Another example of suggestible behavior seen in our everyday life is contagious yawning.2 Contagious yawning is the act of multiple people yawning after observing a single person yawn. Yawning is an example of suggestibility because we are influenced by the behavior of others without conscious awareness.2

Sources

  1. Addressing Suggestibility as a Psychological Phenomenon in Clinical Trials. (2019, March 05). Retrieved from https://www.fiercebiotech.com/sponsored/addressing-suggestibility-as-a-psychological-phenomenon-clinical-trials
  2. Clark, J. (2020, June 22). Does contagious yawning mean you’re nice? Retrieved from https://science.howstuffworks.com/life/inside-the-mind/human-brain/contagious-yawn.htm
  3. Hooper, Victoria-Rose; Chou, Shihning; Browne, Kevin D. (November 2016). “A systematic review on the relationship between self-esteem and interrogative suggestibility” (PDF). The Journal of Forensic Psychiatry & Psychology. 27 (6): 761–785. doi:10.1080/14789949.2016.1201844. ISSN 1478-9949.
  4. Watts, T. (n.d.). Suggestibility and Hypnosis. Retrieved August 05, 2020, from https://www.selfhypnosis.com/suggestibility/
  5. Murray, B. (2002, June). Countering the power of suggestion. Monitor on Psychology33(6). http://www.apa.org/monitor/jun02/countering
  6. Chambers, K. L., & Zaragoza, M. S. (2001). Intended and unintended effects of explicit warnings on eyewitness suggestibility: Evidence from source identification tests. Memory & Cognition, 29(8), 1120-1129. doi:10.3758/bf03206381
  7. Garry, M., & Hayne, H. (2013). Misinformation Effects and the Suggestibility of Eyewitness Memory. In Do justice and let the sky fall: Elizabeth F. Loftus and her contributions to science, law, and academic freedom. New York: Psychology Press.
  8. Hritz, A., Royer, C., Helm, R., Burd, K., Ojeda, K., & Ceci, S. (2015, April 08). Children’s suggestibility research: Things to know before interviewing a child. Retrieved August 05, 2020, from https://www.sciencedirect.com/science/article/pii/S1133074015000124
  9. Huffman, M. L., Crossman, A. M., & Ceci, S. J. (1997). “Are False Memories Permanent?”: An Investigation of the Long-Term Effects of Source Misattributions. Consciousness and Cognition, 6(4), 482-490. doi:10.1006/ccog.1997.0316
  10. Leichtman, M. D., & Ceci, S. J. (1995). The effects of stereotypes and suggestions on preschoolers’ reports. Developmental Psychology, 31(4), 568-578. doi:10.1037/0012-1649.31.4.568
  11. Lindsay, D. S., & Johnson, M. K. (1989). The eyewitness suggestibility effect and memory for source. Memory & Cognition, 17(3), 349-358. doi:10.3758/bf03198473

About the Authors

A man in a blue, striped shirt smiles while standing indoors, surrounded by green plants and modern office decor.

Dan Pilat

Dan is a Co-Founder and Managing Director at The Decision Lab. He is a bestselling author of Intention - a book he wrote with Wiley on the mindful application of behavioral science in organizations. Dan has a background in organizational decision making, with a BComm in Decision & Information Systems from McGill University. He has worked on enterprise-level behavioral architecture at TD Securities and BMO Capital Markets, where he advised management on the implementation of systems processing billions of dollars per week. Driven by an appetite for the latest in technology, Dan created a course on business intelligence and lectured at McGill University, and has applied behavioral science to topics such as augmented and virtual reality.

A smiling man stands in an office, wearing a dark blazer and black shirt, with plants and glass-walled rooms in the background.

Dr. Sekoul Krastev

Sekoul is a Co-Founder and Managing Director at The Decision Lab. He is a bestselling author of Intention - a book he wrote with Wiley on the mindful application of behavioral science in organizations. A decision scientist with a PhD in Decision Neuroscience from McGill University, Sekoul's work has been featured in peer-reviewed journals and has been presented at conferences around the world. Sekoul previously advised management on innovation and engagement strategy at The Boston Consulting Group as well as on online media strategy at Google. He has a deep interest in the applications of behavioral science to new technology and has published on these topics in places such as the Huffington Post and Strategy & Business.

About us

We are the leading applied research & innovation consultancy

Our insights are leveraged by the most ambitious organizations

Image

I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.

Heather McKee

BEHAVIORAL SCIENTIST

GLOBAL COFFEEHOUSE CHAIN PROJECT

OUR CLIENT SUCCESS

$0M

Annual Revenue Increase

By launching a behavioral science practice at the core of the organization, we helped one of the largest insurers in North America realize $30M increase in annual revenue.

0%

Increase in Monthly Users

By redesigning North America's first national digital platform for mental health, we achieved a 52% lift in monthly users and an 83% improvement on clinical assessment.

0%

Reduction In Design Time

By designing a new process and getting buy-in from the C-Suite team, we helped one of the largest smartphone manufacturers in the world reduce software design time by 75%.

0%

Reduction in Client Drop-Off

By implementing targeted nudges based on proactive interventions, we reduced drop-off rates for 450,000 clients belonging to USA's oldest debt consolidation organizations by 46%

Notes illustration

Eager to learn about how behavioral science can help your organization?