- The loss of a sense of identity and a loosening of normal inhibitions against engaging in behaviour that is inconsistent with internal standards.
- Festinger explained there is a reduction of inner restraints or self awareness when in a group. They do not see the consequences of their actions and forget social norms.
- Le Bon suggested the more anonymous the crowd the greater the threat of extreme action.
- Zimbardo argued other factors play a part e.g. reduced responsibility, increased arousal…