If you don't want it, neither do I: Social influences on children's choices

To what extent does knowing what others like influence children's valuation of objects? The current study examined the effect of having observed another person's choices on children's decisions about objects. Specifically, we asked whether children consider what the other person does not choose. In the first of three conditions, 4-year-olds watched as an experimenter looked inside two boxes and then selected the box containing the object she liked best. Children were then asked to choose between the remaining box (that the experimenter did not take) and a neutral box (that replaced the chosen box). Children tended to select the neutral box, suggesting that they had devalued the box the experimenter did not choose. However, in the second condition, when the experimenter chose a box without first looking inside--and thus was ignorant of the contents--children chose randomly. The third condition revealed that children continued to select the neutral box even when the experimenter who made the initial choice was not present. This indicates that children's valuation of the rejected option changed rather than their choices being solely influenced by the social dynamics of the situation (e.g., reluctance to choose the box with the option the experimenter knowingly rejected while in the presence of that experimenter). Taken together, these findings suggest that by 4 years of age, children's own choices--and values--are influenced by observing others' informed choices, including what they do not choose. The findings provide new insight into the potential role of social influence in children's developing preferences.