Neural Mechanisms of Social Influence

@inproceedings{Mason2009NeuralMO,
  title={Neural Mechanisms of Social Influence},
  author={M. Mason and M. I. Norton and Rebecca L. Dyer},
  year={2009}
}
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… Expand
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