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Related Experiment Video

Updated: Sep 15, 2025

Inter-Brain Synchrony in Open-Ended Collaborative Learning: An fNIRS-Hyperscanning Study
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Neural Synchrony and Consumer Behavior: Predicting Friends' Behavior in Real-World Social Networks.

Yunsong Hu1, Baojun Ma1, Jia Jin2,3

  • 1Key Laboratory of Brain-Machine Intelligence for Information Behavior (Ministry of Education and Shanghai), School of Business and Management, Shanghai International Studies University, Shanghai 201620, China.

The Journal of Neuroscience : the Official Journal of the Society for Neuroscience
|July 14, 2025
PubMed
Summary
This summary is machine-generated.

Friends exhibit similar product evaluations and brain activity due to social influence. This neural synchrony predicts purchase intentions, highlighting the power of close relationships in consumer behavior.

Keywords:
endogenous similaritymachine learning predictionneural similarityproducts evaluation

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Area of Science:

  • Neuroscience
  • Social Psychology
  • Consumer Behavior

Background:

  • Endogenous social influence, spontaneous behavioral alignment in relationships, is key to human social behavior.
  • Understanding the neural basis of social influence in real-world networks is crucial.

Purpose of the Study:

  • Investigate endogenous consumer behavior similarities among friends.
  • Explore the neural underpinnings of these similarities.
  • Determine if neural activity can predict purchasing behavior.

Main Methods:

  • Two studies with 222 participants, employing longitudinal behavioral analysis and naturalistic stimuli neuroimaging.
  • Analysis of social network structures and product evaluation similarity.
  • Machine learning models to predict purchase intention from brain activity.

Main Results:

  • Friends show higher product evaluation similarity than nonfriends, varying with social network dynamics.
  • Heightened neural synchrony observed in friends, linked to perception, attention, memory, social judgment, and reward processing.
  • Brain functional connectivity maps accurately predict purchase intentions for friends.

Conclusions:

  • Significant neural similarity exists among individuals in close relationships within authentic social networks.
  • Neural activity possesses predictive capacity for friends' behaviors, particularly purchase intentions.
  • This research offers insights into the neurobiological mechanisms of social influence on consumer decisions.