The present investigation explores the neural mechanisms underlying the impact of social influence on preferences. We socially tagged symbols as valued or not — by exposing participants to the preferences of their peers — and assessed subsequent brain activity during an incidental processing task in which participants viewed popular, unpopular, and novel symbols. The medial prefrontal cortex (mPFC) differentiated between symbols that were and were not socially tagged — a possible index of normative influence — while aspects of the striatum (the caudate) differentiated between popular and unpopular symbols — a possible index of informational influence. These results suggest that integrating activity in these two brain regions may differentiate objects that have become valued as a result of social influence from those valued for non-social reasons.
The PDF above is a preprint version of the article. The final version may be found at < http://dx.doi.org/10.1016/j.obhdp.2009.04.001 >.
Mason, Malia, Rebecca Dyer, and Michael I. Norton. "Neural Mechanisms of Social Influence." Organizational Behavior and Human Decision Processes 110, no. 2 (2009): 152-159.
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
Each topic is linked to an index of publications on that topic.