Collective behavior and mass psychology.

Mass characteristics: impulsivity, suggestibility and emotional contagion.

Mass psychology argues that, when integrated into a crowd, the individual undergoes a profound transformation in his or her habitual behavior.

The masses are characterized by an exacerbated impulsivity and emotionality; they react to stimuli in a visceral and rapid manner, leaving aside the logical reflection that would characterize its members separately.

There is a phenomenon of emotional contagion where feelings, whether of euphoria or anger, spread instantly among the members.

In addition, the masses are highly suggestible and credulous; they accept simple images and ideas as absolute truths without being subjected to criticism, which makes them manipulable in the face of leaders or strong stimuli that appeal to their basic passions.

Loss of individuality and feeling of anonymity in groups.

By being part of a psychological agglomeration, conscious personality and individual characteristics fade away to give way to a "collective mind" or mass soul.

This process gives the individual a feeling of anonymity and invincible power, which drastically reduces his sense of personal responsibility and moral restraints.

People who in isolation are peaceful and reserved can, under the influence of the group, perform acts of vandalism or extreme heroism that they would never do alone.

This loss of inhibitions is due to the security provided by numbers and the conviction of acting under a superior morality shared by the group.

Application in mass events, concerts and viral trends

In the context of marketing and entertainment, these principles explain behavior at large events.

For example, at an electronic music festival or sporting event, attendees adopt dress codes, chants, and euphoric behaviors that unify the group and would be seen as eccentric outside of that context.

Psychological mass does not necessarily require physical presence; in the digital environment, viral trends operate under similar mechanisms of imitation and belonging.

When a large group adopts a behavior or advocates a b