Social influence modulates the neural computation of value

Area of Science:

• Neuroscience
• Social Psychology
• Cognitive Science

Background:

• Social influence, the tendency to conform to group attitudes, has long been studied.
• Distinguishing genuine attitude modification from superficial compliance with social norms remains a challenge.

Purpose of the Study:

• To investigate the neural mechanisms underlying the private acceptance of social norms.
• To differentiate true attitude change from public compliance using functional neuroimaging.

Main Methods:

• Participants rated facial attractiveness before and after learning peer ratings.
• Functional magnetic resonance imaging (fMRI) was used to measure brain activity during the second rating.
• Analysis focused on changes in subjective value coding regions.

Main Results:

• Participants' attractiveness ratings conformed to peer-provided social norms.
• This conformity was associated with altered activity in the nucleus accumbens and orbitofrontal cortex.
• These brain regions are critical for coding subjective value.

Conclusions:

• Exposure to social norms modulates neural representations of subjective value.
• Functional neuroimaging can demonstrate the private acceptance of social norms.
• This study provides neural evidence for genuine attitude modification due to social influence.