How the opinion of others affects our valuation of objects.
Bottom Line: It is known that the magnitude of activity in the ventral striatum reflects the value of reward-predicting stimuli.We show that social influence on the value of an object is associated with the magnitude of the ventral striatum response to receiving it.Influence at such a low level could contribute to rapid learning and the swift spread of values throughout a population.
Affiliation: Wellcome Trust Centre for Neuroimaging, London WC1N 3BG, UK. firstname.lastname@example.orgShow MeSH
Related in: MedlinePlus
Mentions: One week prior to scanning, 28 healthy subjects (15 male, 13 female) submitted a list of 20 songs that could be purchased from an online music store and that they desired but did not yet own. On test day, each subject rated each song on a scale of 1 (“low”) to 10 (“high”) for desirability and read descriptions (and also viewed pictures) of two “expert” music reviewers before rating each reviewer from 1 (not at all) to 7 (very much) for how much they would trust that reviewer to pick a song that they (the subject) would like. Subjects then performed the task described in Figure 1 while being scanned with functional magnetic resonance imaging (fMRI). After scanning, subjects rated the songs and reviewers again. The mean song desirability rating was 7.4 ± 0.07 before the experiment and 7.61 ± 1.6 after the experiment. The mean reviewer rating was 4.43 ± 0.91 on a scale from 1 (“very unlikely”) to 7 (“very likely”) that the reviewer would choose a song that the subject would like). The mean male reviewer's rating was 4.61 ± 1.1, and the mean female reviewer's rating was 4.27 ± 1.1. Thus subjects perceived both reviewers as capable of choosing music that the subject would like.
Affiliation: Wellcome Trust Centre for Neuroimaging, London WC1N 3BG, UK. email@example.com