When you are in a group, you may feel a shared responsibility and so less individual responsibility for your actions. In this way a morally questionable act may seem less personally wrong. You may also feel a strong need to conform to social norms.
A paradox of deindividuation is that when you let go of your self, returning to you self can be an exhilarating experience. This is one of the rewards of engrossing hobbies and meditation.
Significant external stimulation helps deindividuation as it distracts you from internal chatter and rumination. This is one reason that pop and rock music (and orchestral music, for that matter) is often played loudly along with dramatic visual lighting effects.
Deindividuation via changingminds.org
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