Motivated malleability: Frontal cortical asymmetry predicts the susceptibility to social influence

Humans, just as many other animals, regulate their behavior in terms of approaching stimuli associated with pleasure and avoiding stimuli linked to harm. A person's current and chronic motivational direction - that is, approach versus avoidance orientation - is reliably reflected in the asymmetry of frontal cortical low-frequency oscillations. Using resting electroencephalography (EEG), we show that frontal asymmetry is predictive of the tendency to yield to social influence: Stronger right- than left-side frontolateral activation during a resting-state session prior to the experiment was robustly associated with a stronger inclination to adopt a peer group's judgments during perceptual decision-making (Study 1). We posit that this reflects the role of a person's chronic avoidance orientation in socially adjusted behavior. This claim was strongly supported by additional survey investigations (Studies 2a, 2b, 2c), all of which consistently revealed that trait avoidance was positively linked to the susceptibility to social influence. The present contribution thus stresses the relevance of chronic avoidance orientation in social conformity, refining (yet not contradicting) the longstanding view that socially influenced behavior is motivated by approach-related goals. Moreover, our findings valuably underscore and extend our knowledge on the association between frontal cortical asymmetry and a variety of psychological variables.