Deindividuation

Maybe you’re the type of person who would never burst into song or dance in the middle of the street, but you’ve belted your favorite song in unity with the audience at a concert. Or maybe you keep quiet in meetings, but you speak up at the parent-teacher association. If you’ve ever been caught up in the moment and released your inhibitions, you may have been affected by deindividuation—a behavioral shift away from individual restraint toward the normative behavior of a group.

When we stop acting as individuals and start moving as a group, our sense of what behavior is “acceptable” at that moment can shift. Sometimes, deindividuation can be harmless and even a little bit fun—like when someone who usually avoids the spotlight finds themselves dancing with strangers at a crowded celebration.  In the aftermath of a disaster, entire communities may cooperate without hesitation, lifting debris, distributing supplies, or forming rescue chains. But the effects of a passionate, unified group aren’t always positive. What starts as a peaceful protest can quickly turn into a riot, and online insults can become a barrage of cyberbullying. In moments when the emotional arousal of a crowd increases, individual restraint gives way to group energy. 

When we get caught up in the vibe of a crowd, we no longer act as isolated decision-makers but as part of something larger. Deindividuation helps explain how people can shift their behavior when they get swept up in group dynamics. Whether the outcome is harmful, helpful, or simply uninhibited, the common thread is that the group sets the standard for what feels acceptable in the moment, rather than the individual. 

Psychologists have studied deindividuation to better understand a wide range of group behaviors, from cult membership and mob violence to digital interactions. This effect often begins when individuals feel anonymous—an unidentifiable speck in a large mosaic of others. Their personal accountability fades, and attention shifts toward external cues, especially in intense or immersive environments. As self-awareness weakens, people become more likely to follow group behavior, even when it doesn’t reflect their usual values. Recognizing when and how individuals lose their self-awareness helps explain both the risks and the potential of collective behavior in everyday life, organizational settings, and society at large.