The Price of Being Social: The Role of Emotions in Feeding and Minimizing Conflicts - Conflict and Multimodal Communication: Social Research and Machine Intelligence - page 108

is a function of group identity that has been critical for the creation of social norms.
The need to keep a good reputation and the mutual expectations about helpfulness
in cooperative groups fostered the pressure for social conformity—that is a first step
in the path toward the creation of norms. In the context of multilevel selection, the
conformity with the group identity evolved in order to optimize intragroup bonds
and intergroup differentiation has been achieved in an extraordinary way by humans.
To this extent, the ambivalent forces that characterize the animal and human mind
appear to be at the base of the complex phenomena implicated in social cognition
and are worthy of further consideration in the future research.
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