You are correct.
Two levels exist as to how a Human relates to everyone else.
As an individual, and as a member of a group or tribe.
Cognitive dissonance is the psychological mechanism showing this “low likes” and “high votes” behavior described here.
It is also the reason someone may suddenly fall onto a sidewalk pavement in cardiac arrest, many people around during rush hour walking-traffic, and not a single person will go, race to this person and offer assistance.
But, if this person dropped onto the same sidewalk during the nearly-empty lazy-afternoon hours with only a few individuals to witness, a much greater chance be someone of those few will drop everything and run to help.
In a group-oriented species, no one wants to be the odd one out. No one is willing to “be themselves” when it also means they no longer have a group to witness it, because they just gave that unique snowflake the FAIL hail, sometimes involving a lot of image memes (depending on said group).
To exert individuality so openly means one risks negative feedback from the group, and expulsion. That risk, right there, is a manifestation of cognitive dissonance.
“This…not “feel” right to me, to hit this like button, and no one else doing it either. Oh, a poll; that does not mention any sort of strong individualistic word-choices such as “like”. *casts vote* Did my duty there, using the vague mask of “general community citizen” to cast my very individualized opinion. That feel goood to exert my individuality but feeling safe at the same time. Dissonance itch scratched.”