Humans often change their beliefs or behavior due to the behavior or opinions of others. This study explored, with the use of human event-related potentials (ERPs), whether social conformity is based on a general performance-monitoring mechanism. We tested the hypothesis that conflicts with a normative group opinion evoke a feedback-related negativity (FRN) often associated with performance monitoring and subsequent adjustment of behavior. The experimental results show that individual judgments of facial attractiveness were adjusted in line with a normative group opinion. A mismatch between individual and group opinions triggered a frontocentral negative deflection with the maximum at 200 ms, similar to FRN. Overall, a conflict with a normative group opinion triggered a cascade of neuronal responses: from an earlier FRN response reflecting a conflict with the normative opinion to a later ERP component (peaking at 380 ms) reflecting a conforming behavioral adjustment. These results add to the growing literature on neuronal mechanisms of social influence by disentangling the conflict-monitoring signal in response to the perceived violation of social norms and the neural signal of a conforming behavioral adjustment.

Previous electrophysiological studies of automatic language processing revealed early (100–200 ms) reflections of access to lexical characteristics of speech signal using the so-called mismatch negativity (MMN), a negative ERP deflection elicited by infrequent irregularities in unattended repetitive auditory stimulation. In those studies, lexical processing of spoken stimuli became manifest as an enhanced ERP in response to unattended real words, as opposed to phonologically matched but meaningless pseudoword stimuli. This lexical ERP enhancement was explained by automatic activation of word memory traces realized as distributed strongly intra-connected neuronal circuits, whose robustness guarantees memory trace activation even in the absence of attention on spoken input. Such an account would predict the automatic activation of these memory traces upon any presentation of linguistic information, irrespective of the presentation modality. As previous lexical MMN studies exclusively used auditory stimulation, we here adapted the lexical MMN paradigm to investigate early automatic lexical effects in the visual modality. In a visual oddball sequence, matched short word and pseudoword stimuli were presented tachistoscopically in perifoveal area outside the visual focus of attention, as the subjects' attention was concentrated on a concurrent non-linguistic visual dual task in the center of the screen. Using EEG, we found a visual analogue of the lexical ERP enhancement effect, with unattended written words producing larger brain response amplitudes than matched pseudowords, starting at ~100 ms. Furthermore, we also found significant visual MMN, reported here for the first time for unattended perifoveal lexical stimuli. The data suggest early automatic lexical processing of visually presented language which commences rapidly and can take place outside the focus of attention.