Social value orientation modulates behavioral and neural responses to social influence

Abstract

Substantial studies have investigated the social influence effect; however, how individuals with different social value orientations (SVOs), prosocials and proselfs, respond to different social influences remains unknown. This study examines the impact of positive and negative social information on the responses of people with different SVOs. A face‐attractiveness assessment task was employed to investigate the relationships between influence probability, memory, and event‐related potentials of social influence. A significant interactional effect suggested that prosocials and proselfs reacted differently to positive (group rating was more attractive) and negative (group rating was less attractive) social influences. Specifically, proselfs demonstrated significantly higher influence probability, marginally better recall performance, smaller N400, and larger late positive potential on receiving negative influence information than on receiving positive influence information, while prosocials showed no significant differences. Overall, correlations between N400/LPP, influence probability, and recall performance were significant. The above results indicate the modulating role of SVO when responding to social influence. These findings have important implications for understanding how people conform and how prosocial behavior occurs.

A frontopolar-temporal circuit determines the impact of social information in macaque decision making

“…In this example, when traveling abroad, we instead place particular reliance on the opinions of others when choosing a dish. Human studies have demonstrated the impact of such social influence on behavior, 1 , 2 , 3 , 4 , 5 , 6 , 7 whereas similar patterns have been observed in other non-human primates. When vervet monkeys in the wild are offered two different foods that are identical in taste but different in color, they choose only the food color that they observe others eating.…”

Factores que inciden en la intención de compra de Smart TV en la ciudad de Machala

“…El valor social se relaciona con la importancia que las personas dan a su aceptación y pertenencia en un grupo social específico. Las personas tienen una necesidad inherente de conexión y aceptación social, lo que puede llevar a la conformidad con las expectativas y normas del grupo para mantener relaciones positivas (Qi et al, 2023). El valor social, al estar arraigado en la necesidad de aceptación y conexión social, puede guiar la conformidad, influyendo así en el comportamiento del consumidor y las decisiones de compra en el contexto de productos como Smart TVs.…”

Social Conformity Updates the Neural Representation of Facial Attractiveness

“…Considering the individual differences in the propensity to conform to other [43][44][45] , we explored how individual differences in their perceived tightness-looseness of social norms may modulate the behavioral and neural effects of social compliance 46,47 .…”