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It's well documented in the context of ethnic massacres and riots, to the extent that one of the leading authors on the social dynamics behind ethnic massacres, Donald Horowitz, says that when you see propaganda spread prior to an ethnic massacre, you should see it as essentially a recipe for what is going to happen.

After the 1978 mass murder and suicide of 909 people in the Jonestown settlement in Guyana directed by the charismatic leader Jim Jones, Zimbardo explored the social dynamics of cults.

Swift, however, puts a face to the shifting social dynamics between men and women that these tangible gains have allowed.

“I don’t justify the violence, but I think it can be explained through social dynamics,” he said, adding that years of inequality in education, health and social issues had taken their toll.

Our research reveals the social dynamics at play in do-it-yourself ordering and we believe offers valuable implications for designing a more effective and customer-friendly self-service process.