or, how one Learns to Build a Social Network without really Trying
From Eureka Alert:
New research (by Dr. Vasily Klucharev) reveals the brain activity that underlies our tendency to "follow the crowd." The study, published by Cell Press in the January 15th issue of the journal Neuron, provides intriguing insight into how human behavior can be guided by the perceived behavior of other individuals.
Many studies have demonstrated the profound effect of group opinion on individual judgments, and there is no doubt that we look to the behavior and judgment of others for information about what will be considered expected and acceptable behavior.
"We often change our decisions and judgments to conform with normative group behavior," says lead study author Dr. Vasily Klucharev from the F.C. Donders Center for Cognitive Neuroimaging in The Netherlands. "However, the neural mechanisms of social conformity remain unclear."
Dr. Klucharev and colleagues hypothesized that social conformity might be based on reinforcement learning and that a conflict with group opinion could trigger a "prediction error" signal. A prediction error, first identified in reinforcement learning models, is a difference between expected and obtained outcomes that is thought to signal the need for a behavioral adjustment.