 Substantial effort in previous research on these questions has focused on investigating the role of social influence in promoting the wisdom of the crowd or, conversely, leading the crowd astray .
<coherence>  Substantial effort in previous research on these questions has focused on investigating the role of social influence in promoting the wisdom of the crowd or, conversely, leading the crowd astray .
 Substantial effort in previous research on these questions has focused on investigating the role of social influence in promoting the wisdom of the crowd versus leading the crowd astray .