Social Manipulation of Preference in the Human Brain
Open accessAbstract
Our preferences are influenced by what other people like, but depend critically on how we feel about those people, a classical psychological effect called "cognitive balance." Here, we manipulated preferences for goods by telling participants the preferences of strongly liked or disliked groups of other people. Participants' preferences converged to those of the liked group, but diverged from the disliked group. Activation of dorsomedial prefrontal cortex (dmPFC) tracked the discrepancy between one's own preference and its social ideal and was associated with subsequent preference change (toward the liked and away from the disliked group), even several months later. A follow-up study found overlapping activation in this same region of dmPFC with negative monetary outcomes, but no overlap with nearby activations induced by response conflict. A single social encounter can thus result in long-lasting preference change, a mechanism that recruits dmPFC and that may reflect the aversive nature of cognitive imbalance.
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In general, striatum activity is greater when we see that the popular opinion agrees rather than disagrees with our own evaluation of an object, and is related to our current evaluation of an object after we have seen the popular opinion.
“In general, striatum activity is greater when we see that the popular opinion agrees rather than disagrees with our own evaluation of an object 44, 45, and is related to our current evaluation of an object after we have seen the popular opinion 46, 47.”
From The social brain and reward: Social information processing in the human striatum (2014) · cites this paper as [45]
Ventral striatum activity increased when other people with good reputations agreed with a participant's evaluation, but other brain regions, including medial prefrontal cortex, predicted changes to participants' opinions rather than ventral striatum.
“That is, ventral striatum activity increased when other people with good reputations agreed with a participants’ evaluation, but other brain regions, including medial prefrontal cortex, predicted changes to participants’ opinions rather than ventral striatum 45.”
From The social brain and reward: Social information processing in the human striatum (2014) · cites this paper as [45]
Other research shows that ventral striatum activity while viewing other people's evaluations is not necessarily related to social conformity, or even related to independence from conformity.
“Other research shows, however, that ventral striatum activity while viewing other people's evaluations is not necessarily related to social conformity 45, or even related to independence from conformity49.”
From The social brain and reward: Social information processing in the human striatum (2014) · cites this paper as [45]
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- Authors
- Izuma, K., & Adolphs, R.
- Affiliations
- California Institute of Technology (US)
- Corresponding author
- Izuma, Keise
- Venue
- Neuron
- Publisher
- Elsevier BV
- Published
- 2013-05
- Volume
- 78
- Issue
- 3
- Pages
- 563-573
- ISSN
- 0896-6273 (ISSN-L)
- PMC
- PMC3695714
- OpenAlex
- W1971597000
- Cited by
- 224
- References
- 59
- Citations by year
- 2026: 15 · 2025: 13 · 2024: 29 · 2023: 16 · 2022: 13 · 2021: 20 · 2020: 14 · 2019: 20 · 2018: 22 · 2017: 16 · 2016: 14 · 2015: 17 · 2014: 11 · 2013: 3 · 2012: 1
- FWCI
- 8.19
- Type
- journal article
- Language
- en
- Open access
- bronze
- doi.org
- Licence
- Locations
- Neuron (publishedVersion)
- PubMed (publishedVersion)
- Europe PMC (PubMed Central) (acceptedVersion)
- PubMed Central (acceptedVersion)
- CaltechAUTHORS (California Institute of Technology) (submittedVersion)
- ePrints Soton (University of Southampton) (submittedVersion)
- Funders
- Ministry of Education, Culture, Sports, Science and Technology
- Gordon and Betty Moore Foundation
- Tamagawa University
- National Science Foundation
- National Institute of Mental Health
- Japan Society for the Promotion of Science
- Topics
- Life Sciences › Neuroscience › Cognitive Neuroscience › Neural and Behavioral Psychology Studies
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
- Keywords
- cognitive balance, preference change, dorsomedial prefrontal cortex, conformity, social ideals, monetary outcomes, response conflict
- MeSH terms
- Adult, Brain, Brain Mapping, Choice Behavior, Conflict, Psychological, Emotions, Female, Humans, Image Processing, Computer-Assisted, Interpersonal Relations, Magnetic Resonance Imaging, Male, Prefrontal Cortex, Behavior Control, Functional Neuroimaging
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