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. email@example.comShow MeSH
Related in: MedlinePlus
Mentions: Subjects randomly received a token for one song on each trial (subject's preference or an alternative). Receiving a token for the preferred song compared to receiving one for the alternative elicited more blood oxygenation level-dependent (BOLD) activity in the ventral striatum (peak MNI coordinates [mm]: 14, 10, −8; −16 16, −2) (Figure 2A), left lateral prefrontal cortex (peak −46, 40, 4), and posterior cingulate cortex (peak −2, −36, 34).
Affiliation: Wellcome Trust Centre for Neuroimaging, London WC1N 3BG, UK. firstname.lastname@example.org