Can you change my preferences? Effect of social influence on intertemporal choice behavior

Social Influences on Similarity Judgments and Intertemporal Choice

Discounting models are commonly applied to understand intertemporal choices. Similarity models provide an alternative, attribute-based approach where people compare the similarity of reward amounts and time delays for options and decide based on dissimilarity. Knowledge of other people's similarity judgments may affect an individual's similarity judgments, which can in turn affect subsequent intertemporal choices. We investigated the potential effects of social influence across three studies by having participants make similarity judgments and intertemporal choices before and after viewing other people's similarity judgments. We found that participants preferred larger but delayed intertemporal choice options more after they viewed similarity judgments that suggested a preference for larger, later rewards. Additionally, this change in preference seemed to result from a shift in participants' personal similarity judgments for reward amount and time delay pairs to match the social information. Our findings suggest that social information about similarity judgments can shape intertemporal choices, which can potentially be used to help increase people's preferences for options that benefit them in the long term.

The effect of chronic regulatory focus and social comparison on undergraduates' intertemporal choices under gain-loss frame

Intertemporal choice refers to decisions involving tradeoffs among costs and benefits occurred at different times. To investigate whether college students' intertemporal decision making under the gain and loss frames is affected by their chronic regulatory focus. Currently, experiment 1 investigated the influence of college students' chronic regulatory focus on intertemporal decision making under the gain and loss frames, and experiment 2 further explored the moderating effect of social comparison (i.e., upward or downward social comparison) during this process. The results showed that intertemporal choices of participants with promotive focus was no significant difference between the gain frame and loss frame, while college students with preventive focus chose later and larger rewards more in loss frame than in gain frame. Social comparison moderated the effects of the chronic regulatory focus on college students' intertemporal choice in gain and loss frames. The upward comparison enhanced the influence of regulatory focus on intertemporal choice in the gain and loss frames, while the downward comparison weakened it.

Effects of individual and dyadic decision-making and normative reference on delay discounting decisions

The tendency to devaluate delayed rewards, a phenomenon referred to as ‘discounting behaviour’, has been studied by wide-ranging research examining individuals choosing between sooner but smaller or later but larger rewards. Despite the fact that many real-life choices are embedded in a social context, the question of whether or not social collaboration can have an impact on such choices has not been addressed empirically. With this research, we aimed to fill this gap experimentally by implementing a novel choice selection procedure in order to study the interactive dynamics between two participants. This selection procedure allowed us to dissect the sequence of decision-making into its elements, starting from the very first individual preference to the solution of possible conflicting preferences in the dyad. In Experiment 1, we studied group decision-making on classical intertemporal choices to reveal the possible benefit of social collaboration on discounting and identified that the knowledge of the social situation in collective decision-making causes a reduction in discounting. In a pre-registered Experiment 2, we compared classical intertemporal choices with choices in a gamified version of a discounting paradigm in which the participants had a real-time experience trial by trial and for which a normative reference was present. We found that collective decision-making had a substantial impact on intertemporal decision-making, but was shaped by different types of choices. Classical intertemporal choices were rather susceptible to the contextual factors of decision-making, whereas in the gamified version that included a normative reference the decisions were reliably influenced by social collaboration and resulted in a lower discounting. The results in this paradigm replicate our original findings from former research.

Better together? Social distance affects joint probability discounting

Deciding together is common in our everyday life. However, the process of this joint decision-making plays out across different levels, for example language, intonation, or non-verbal behaviour. Here we focused on non-verbal interaction dynamics between two participants in probability discounting. We applied a gamified decision-making task in which participants performed a series of choices between a small but safe and a large but risky reward. In two experiments, we found that joint decision-making resulted in lower discounting and higher efficiency. In order to understand the underlying mechanisms in greater detail, we studied through which process this variation occurred and whether this process would be modulated by the social distance between both participants. Our findings suggested that socially close participants managed to reduce their discounting by interactive processes while socially distant participants were influenced by the social context itself. However, a higher level of efficiency was achieved through interactive processes for both groups. In summary, this study served as a fine-grained investigation of collaborative interaction processes and its significant impact on the outcome of choices with probabilistic consequences.

Characterization of the Core Determinants of Social Influence From a Computational and Cognitive Perspective

Most human decisions are made among social others, and in what social context the choices are made is known to influence individuals' decisions. Social influence has been noted as an important factor that may nudge individuals to take more risks (e.g., initiation of substance use), but ironically also help individuals to take safer actions (e.g., successful abstinence). Such bi-directional impacts of social influence hint at the complexity of social information processing. Here, we first review the recent computational approaches that shed light on neural and behavioral mechanisms underlying social influence following basic computations involved in decision-making: valuation, action selection, and learning. We next review the studies on social influence from various fields including neuroeconomics, developmental psychology, social psychology, and cognitive neuroscience, and highlight three dimensions of determinants-who are the recipients, how the social contexts are presented, and to what domains and processes of decisions the influence is applied-that modulate the extent to which individuals are influenced by others. Throughout the review, we also introduce the brain regions that were suggested as neural instantiations of social influence from a large body of functional neuroimaging studies. Finally, we outline the remaining questions to be addressed in the translational application of computational and cognitive theories of social influence to psychopathology and health.

"I Feel Therefore I Decide": Effect of Negative Emotions on Temporal Discounting and Probability Discounting

Temporal and probability discounting are considered two fundamental constructs in economic science, as they are associated with phenomena with major societal impact and a variety of sub-optimal behaviors and clinical conditions. Although it is well known that positive and negative affective states bear important cognitive/behavioral consequences, the effect of emotional experiences on decision-making remains unclear due to the existence of many conflicting results. Inspired by the need to understand if and to what extent the current COVID-19 pandemic has determined changes in our decision-making processes by means of the unusual, prolonged experience of negative feelings, in this study we investigate the effect of anger, fear, sadness, physical and moral disgust on intertemporal and risky choices. Results show that all emotions significantly increase subjects' preferences for immediate rewards over delayed ones, and for risky rewards over certain ones, in comparison to a "neutral emotion" condition, although the magnitude of the effect differs across emotions. In particular, we observed a more pronounced effect in the case of sadness and moral disgust. These findings contribute to the literature on emotions and decision-making by offering an alternative explanation to the traditional motivational appraisal theories. Specifically, we propose that the increased preference for immediate gratification and risky outcomes serves as a mechanism of self-reward aimed at down-regulating negative feelings and restore the individual's "emotional balance".

How conformity can lead to polarised social behaviour

Learning social behaviour of others strongly influences one’s own social attitudes. We compare several distinct explanations of this phenomenon, testing their predictions using computational modelling across four experimental conditions. In the experiment, participants chose repeatedly whether to pay for increasing (prosocial) or decreasing (antisocial) the earnings of an unknown other. Halfway through the task, participants predicted the choices of an extremely prosocial or antisocial agent (either a computer, a single participant, or a group of participants). Our analyses indicate that participants polarise their social attitude mainly due to normative expectations. Specifically, most participants conform to presumed demands by the authority (vertical influence), or because they learn that the observed human agents follow the norm very closely (horizontal influence).

What drives people to extreme acts of generosity? What causes behaviour that is unduly spiteful? This study explored how our social decisions polarise. Participants chose whether to spend money to increase or decrease the earnings of an unknown person. Halfway through this task, they observed another agent playing. The agent took participants’ choices to the extremes: if for instance the participant was moderately generous, it spent considerable sums to help the other. Participants conformed regardless of whether the agent was a computer algorithm, a person, or a group of people. We tested several competing explanations of why this happened with the help of cognitive modelling. Our analyses identify two factors behind polarisation: willingness to comply with the experimenter expectations (social desirability), and concern about appropriate behaviour (norm conformity). Our approach provided insight into how social choices are influenced by others, and could be applied in the study of conformity in other types of decisions.

Effects of Individual Discount Rate and Uncertainty Perception on Compliance with Containment Measures during the COVID-19 Pandemic

Anti-contagion measures restricting individual freedom, such as social distancing and wearing a mask, are crucial to contain the COVID-19 pandemic. Decision-making patterns and attitudes about uncertainty can highly influence the adherence to these restrictive measures. Here we investigated the relationship between risky behavior and individual preferences for immediate vs. delayed reward, as indexed by temporal discounting (TD), as well as the association between these measures and confidence in the future, perceived risk and confidence in the containment measures. These measures were collected through an online survey administered on 353 participants at the end of the more restrictive phase of the first Italian lockdown. The results showed an unexpected inverse relationship between the individual pattern of choice preferences and risky behavior, with an overall greater adherence to containment measures in more discounter participants. These findings were interpreted in terms of a reframing process in which behaviors aimed at protecting oneself from contagion turn into immediate gains rather than losses. Interestingly, an excessive confidence in a better future was correlated with a higher tendency to assume risky behavior, thereby highlighting the downside of an overly and blindly optimistic view.

The Effect of Social Distance on Intertemporal Choice of Reward Processing: An Event-Related Potentials Study

Social factors can affect the processing of intertemporal choice, but the influence of social distance on the rewarding process of intertemporal choice is unclear. Therefore, by designing a novel cognitive resource competition paradigm for undifferentiated intertemporal choice, this article aims to explore the influence of social distance on intertemporal choice reward processing at the electrophysiological level. It was found that compared with the stranger condition, P3a is greater in the friend condition, which means social distance is evaluated in the early stage. In addition, different brain regions in the early stages are taking charge of processing the soon-but-small (SS) and later-but-lager (LL) reward in intertemporal choice. There is an interaction effect between social distance (friend vs. stranger) and intertemporal choice (SS reward vs. LL reward) on P3b. Under friend conditions, the P3b induced by LL reward is more positive than SS reward. Under the condition of choosing the LL reward, the P3b induced by friend is more positive than stranger. This result shows that in the latter stage of reward processing, the evaluation process of time discounting is less sensitive in LL reward for friend caused by lack of cognitive resources which is occupied when dealing with social distance in advance, and thus the degree of time discount was reduced. These findings demonstrate that P3b is the key index of time discounting and immediate and delayed rewards are valued in different brain regions.

Cognitive dynamics of intertemporal choice in gambling disorder

Gambling Disorder (GD) is a behavioral addiction characterized by the persistence of recurrent gambling behaviors despite serious adverse consequences. One of the key features of GD is a marked inability to delay gratification and an overall impairment of decision-making mechanisms. Indeed, in intertemporal choice (ITC) tasks, GD patients usually display a marked tendency to prefer smaller-sooner over larger-later rewards (temporal discounting, TD). However, ITC represents a highly verbal/explicit measure, and as such it might not be sensitive to implicit decision biases. Here we sought to uncover the implicit mechanisms underlying the ITC impairment in GD by employing the process-tracing method of mouse kinematics. To this aim, we collected and analyzed ITCs and kinematics measures from 24 GD patients and 23 matched healthy control participants (HC). In line with the relevant literature, the results showed that GD patients discounted future rewards more steeply compared to HCs. Additionally, the results of kinematics analyses showed that patients were characterized by a strong bias toward the immediate option, which was associated with straight-line trajectories. Conversely, the delayed option was selected with edge-curved trajectories, indicating a bias toward the immediate option which was revised in later stages of processing. Interestingly, kinematics indices were also found to be predictive of individual discounting preferences (i.e., discount rates) across the two groups. Taken together, these results suggest that kinematics indices, by revealing hidden and implicit patterns of attraction toward the unselected choice option, may represent reliable behavioral markers of TD in gambling disorder.

The psychology of sustainable consumption

This paper investigates the psychological factors that impact sustainable consumption, an area where commerce meets individual behaviors. With a growing trend of sustainability initiatives, the fast fashion industry has been targeted by consumers and firms alike due to the immense damage it causes to the environment throughout its life cycle. While there has been an increased awareness regarding its negative externalities, the consumer-driven industry nevertheless continues to flourish as people have started treating garments as almost a disposable good resulting in firms generating new fashion lines quicker than ever before. In order to combat this issue, one may analyze the psychological process behind sustainable purchasing behavior and apply the findings to marketing communications to increase sustainable purchases. The discussion on the theory of planned behavior, temporal discounting, the role of corporate social responsibility and the trade-off between product attributes illuminate a number of factors ranging from an individual's moral beliefs to the nature of social influence as well as the impact of identity deficits. These findings from psychology are then synthesized and applied to the segmentation, targeting, positioning framework from marketing to offer recommendations for firms selling sustainable apparel. Further studies may investigate how demographic variables such as age or culture may be incorporated into the psychological models intended to understand and influence these recommendations.

When in Doubt, Follow the Crowd? Responsiveness to Social Proof Nudges in the Absence of Clear Preferences

Nudges have gained popularity as a behavioral change tool that aims to facilitate the selection of the sensible choice option by altering the way choice options are presented. Although nudges are designed to facilitate these choices without interfering with people’s prior preferences, both the relation between individuals’ prior preferences and nudge effectiveness, as well as the notion that nudges ‘facilitate’ decision-making have received little empirical scrutiny. Two studies examine the hypothesis that a social proof nudge is particularly effective when people have no clear prior preference, either because people are indifferent (in a color-categorization task; Study 1, N = 255) or because people experience a choice conflict (making shopping decisions about meat products; Study 2, N = 97). Both studies employed a social proof nudge to steer participants’ choices. The potential facilitating effect of the nudge was tested using a mouse-tracker paradigm that implicitly assessed experienced uncertainty during decision-making. Results showed that the nudge was effective in steering participants’ decisions; the facilitation effect (i.e., reduced uncertainty regarding the decision) was only observed for conflicting preferences, but not under indifference. A better understanding of when and how nudges can influence individuals’ behavior may help in deciding whether nudges are an appropriate policy tool for changing particular undesirable behavior.

Improving Self-Control: The Influence of Role Models on Intertemporal Choices

The ability to delay rewards is one of the most useful qualities one may wish to develop. People who possess this quality achieve more successful careers, display better interpersonal skills and are less vulnerable to psychopathology, obesity or addictions. In the present online studies, we investigated the extent to which delay-of-reward behaviors in female participants can be improved by observing others mastering it. We developed an intertemporal choice (IC) paradigm in which participants had to make fictitious choices between sooner smaller rewards and later bigger ones (e.g., $150 in 1 week vs. $170 in 4 weeks). In Study 1 (N = 186), we found that participants who delayed more had higher socioeconomic statuses and were less likely to procrastinate, smoke or develop obesity. In Study 2 (N = 178), we exposed female participants to a role model who, faced with ICs, chose most of the time the delayed option. Results showed that, although participants were only asked to memorize the model's decisions, they tended to choose the delayed option more often after than before exposure to the model. In Study 3 (N = 148), we found that the direction of the influence depended on the model's behavior: our female participants delayed more after having seen a high delay than a low delay model. In Study 4 (N = 370), we confirmed the effect of modeling on ICs in comparison to a control condition and showed that this effect was still significant 3 months after exposure to the model. Altogether, these results speak in favor of a high efficacy of modeling to develop self-control in women.

Concreteness and emotional valence of episodic future thinking (EFT) independently affect the dynamics of intertemporal decisions

During intertemporal decisions, the value of future rewards decreases as a function of the delay of its receipt (temporal discounting, TD). Since high discount rates have been associated with a series of problematic behaviours and clinical conditions, current research has focused on possible modulators of TD. Specifically, a reduction of individual discount rates has been shown during episodic future thinking (EFT), wherein time intervals are anchored to personal future events. However, it is not entirely clear whether this effect is mediated by a change in the representation of future events (i.e., from abstract to concrete) or by a positive-emotion modulation. Here, we investigated this issue by manipulating the valence of the EFT (i.e., using negative, neutral and positive episodic tags), and by collecting explicit and implicit measures of behaviour. The results showed a significant reduction of TD in all the three emotional conditions compared to the baseline, with differences among them, thus suggesting the existence of a cumulative effect of the concreteness and affective components of the EFT. The analyses of implicit measures additionally revealed that this effect was mediated by a simultaneous increase/decrease of attraction toward the delayed/immediate alternative. Finally, these effects appeared to be modulated by participants' baseline discounting preferences. These findings provide important insights on clinical applications in reward-related disorders.