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Following the Majority: Social Influence in Trusting Behavior.

Zhenyu Wei1,2, Zhiying Zhao1, Yong Zheng2

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|February 27, 2019
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Summary
This summary is machine-generated.

Social influence impacts trust decisions, with people often conforming to peer opinions. Brain activity shows reward learning mechanisms are involved when individuals follow the majority in trust games.

Keywords:
reward learningsocial influencesuperior temporal gyrustrust gameventral striatum

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Area of Science:

  • Neuroscience
  • Social Psychology
  • Decision Science

Background:

  • Social influence can alter individual behavior, even against personal preferences.
  • The neural underpinnings of social influence on trust remain largely unexplored.

Purpose of the Study:

  • To investigate the brain activity associated with social influence during a trust game.
  • To understand how peer opinions affect trust-related decisions and their neural correlates.

Main Methods:

  • Event-related functional magnetic resonance imaging (fMRI) was employed.
  • A trust game paradigm was used to observe behavior and brain responses.
  • Analysis focused on brain activation and functional connectivity during social influence.

Main Results:

  • Behavioral data confirmed conformity to majority opinions and behaviors in the trust game.
  • Reduced activation in the superior temporal gyrus was observed during social influence processing.
  • Increased activation in value and reward learning regions (vmPFC, ventral striatum, parahippocampal gyrus) occurred during conformity.
  • Enhanced functional connectivity between the prefrontal cortex and ventral striatum was noted during trusting conformity.

Conclusions:

  • Neural mechanisms of social influence in trust behavior resemble those of reward learning.
  • Brain regions associated with reward learning may signify the perceived reward value of conforming to social norms.