Identity, reputation and social interaction with an application to sequential voting

We analyze binary choices in a random utility model assuming that agent's preferences are affected by conformism (with respect to the behavior of the society) and coherence (with respect to identity). We show that multiple stationary equilibria may arise and that the outcome looks very different from a society where all the agents take their decisions in isolation. We quantify the fraction of agents that behave coherently. We apply the analysis to sequential voting when voters "like to win". Compared to the present literature, we enrich the setting assuming that each voter is endowed with an ideology and we consider the interplay between coherence and the desire to vote with the (perceived) majority.