In a quiz show, when a contestant is at a loss for the correct answer to a question he may opt an 'audience poll'. The person most often chooses the majority opinion because of which phenomena

Conformity

The phenomenon at play when a contestant on a quiz show chooses the majority opinion in an 'audience poll' is Conformity. Conformity refers to adjusting one's behavior or beliefs to align with the majority opinion or group norms. In this scenario, the contestant is likely conforming to the audience's opinion to increase the chances of selecting the correct answer based on the crowd's collective knowledge or judgment.