Observing heroic behavior and its influencing factors in immersive virtual environments

Studying heroism in controlled settings presents challenges and ethical controversies due to its association with physical risk. Leveraging virtual reality (VR) technology, we conducted a three-study series with 397 participants from China to investigate heroic actions. Participants unexpectedly witnessed a criminal event in a simulated scenario, allowing observation of their tendency to physically intercept a thief. We examined situational factors (voluntariness, authority, and risk) and personal variables [gender, impulsivity, empathy, and social value orientation (SVO)] that may influence heroism. Also, the potential association between heroism and social conformity was explored. In terms of situational variables, voluntariness modulated participants' tendency to intercept the escaping thief, while perceived risk demonstrated its impact by interacting with gender. That is, in study 3 where the perceived risk was expected to be higher (as supported by an online study 5), males exhibited a greater inclination toward heroic behavior compared to females. Regarding other personal variables, the tendency to engage in heroic behavior decreased as empathy levels rose among males, whereas the opposite trend was observed for females. SVO influenced heroic behavior but without a gender interaction. Finally, an inverse relationship between heroism and social conformity was observed. The robustness of these findings was partly supported by the Chinese sample (but not the international sample) of an online study 4 that provided written descriptions of VR scenarios, indicating cultural variations. These results advance insights into motivational factors influencing heroism in the context of restoring order and highlight the power of VR technology in examining social psychological hypotheses beyond ethical constraints.

Adult age-related differences in susceptibility to social conformity pressures in self-control over daily desires

Developmental literature suggests that susceptibility to social conformity pressure peaks in adolescence and disappears with maturity into early adulthood. Predictions about these behaviors are less clear for middle-aged and older adults. On the one hand, while age-related increases in prioritization of socioemotional goals might predict greater susceptibility to social conformity pressures, aging is also associated with enhanced emotion regulation that could support resistance to conformity pressures. In this exploratory research study, we used mobile experience sampling surveys to naturalistically track how 157 healthy adults between the ages of 18 and 80 practice self-control over spontaneous desires in daily life. Many of these desires were experienced in the presence of others enacting that desire. Results showed that middle-aged and older adults were better at controlling their desires than younger adults when desires were experienced in the presence of others enacting that desire. Consistent with the literature on improved emotion regulation with age, these results provide evidence that the ability to resist social conformity pressure is enhanced across the adult life span. (PsycInfo Database Record (c) 2024 APA, all rights reserved).

Social influence and social identity: A diffusion model analysis

Building on the seminal studies of Solomon Asch and Muzafer Sherif, recent research has advanced our understanding of the mechanisms underlying social influence by applying a diffusion model analysis. Here, we combined the social identity approach to social influence with a diffusion model analysis to unravel the mechanisms underlying social influence. In particular, we aimed to disentangle whether the difference between in-group and out-group influence on perceptual decision-making is driven by a judgmental bias (i.e., changes in decision criteria) or a perceptual bias (i.e., changes in the uptake of sensory information). Preregistered analyses indicated that in-groups exerted stronger social influence than out-groups because in-groups induced a stronger perceptual bias than out-groups. This finding is in line with the single process assumption of the social identity approach because it implicates that the single process driving social influence (i.e., self-categorisation) translates into a change in a single subprocess of decision-making (i.e., biased information uptake). In conclusion, our results highlight that our theoretical understanding of social influence can be expanded by integrating the social identity approach with a diffusion model analysis.

Individual differences in gaze-cuing effect are associated with facial emotion recognition and social conformity

Spontaneous gaze following and the concomitant joint attention enable us to share representations of the world with others, which forms a foundation of a broad range of social cognitive processes. Although this form of social orienting has long been suggested as a critical starting point for the development of social and communicative behavior, there is limited evidence directly linking it to higher-level social cognitive processes among healthy adults. Here, using a gaze-cuing paradigm, we examined whether individual differences in gaze following tendency predict higher-order social cognition and behavior among healthy adults. We found that individuals who showed greater gaze-cuing effect performed better in recognizing others' emotion and had greater tendency to conform with group opinion. These findings provide empirical evidence supporting the fundamental role of low-level socio-attentional processes in human sociality.

Social conformity is associated with inter-trial electroencephalogram variability

Human society encompasses diverse social influences, and people experience events differently and may behave differently under such influence, including in forming an impression of others. However, little is known about the underlying neural relevance of individual differences in following others' opinions or social norms. In the present study, we designed a series of tasks centered on social influence to investigate the underlying relevance between an individual's degree of social conformity and their neural variability. We found that individual differences under the social influence are associated with the amount of inter-trial electroencephalogram (EEG) variability over multiple stages in a conformity task (making face judgments and receiving social influence). This association was robust in the alpha band over the frontal and occipital electrodes for negative social influence. We also found that inter-trial EEG variability is a very stable, participant-driven internal state measurement and could be interpreted as mindset instability. Overall, these findings support the hypothesis that higher inter-trial EEG variability may be related to higher mindset instability, which makes participants more vulnerable to exposed external social influence. The present study provides a novel approach that considers the stability of one's endogenous neural signal during tasks and links it to human social behaviors.

The Impact of Social Conformity on Adopting Decision of Shared Electric Vehicles: A Choice Experiment Analysis in China

Social conformity, a psychological phenomenon commonly shared by most individuals, has long been ignored by studies focusing on influencing preferences for shared electric vehicles (SEVs). To fill this gap, this paper divides social conformity into informational conformity and normative conformity, and analyzes their effects on individuals’ choice of SEVs. Respondents were selected randomly in Jiangsu Province, and the data were collected by the choice experiment method. The data were further analyzed by logit models. Results show that social conformity has a significant positive impact on individuals’ choice of SEVs, and informational conformity has a much more profound impact than normative conformity. The driving cost and the convenience of picking up and returning a vehicle also influence consumers’ preferences. In addition, social conformity cannot totally dispel the negative impact of poor experience. Finally, some targeted policy recommendations are proposed.

The Importance of Sociocultural Context When Choosing to Eat Healthier

OBJECTIVE

To explore how working women in metropolitan Malaysia make food decisions.

DESIGN

A grounded theory approach and semistructured interviews.

SETTING

A large university in metropolitan Malaysia.

PARTICIPANTS

Twenty-four female employees purposively recruited to vary in ethnicity, body mass index, age, and marital status via convenience sampling.

PHENOMENON OF INTEREST

Perceptions of sociocultural influences on healthy eating behavior among working women.

ANALYSIS

Researchers audio-recorded interviews and analyzed verbatim transcripts.

RESULTS

Working women shared a desire to eat a healthier, more balanced diet by reducing processed food consumption through home-cooked meals. Participants described aspects of their living situations and cultural values about food that made it seem impossible to change their diets. Living with other people limited their ability to cook the food they wanted to eat. In addition, unspoken rules about communal eating in Malaysia, such as not refusing food and not wasting food, prevented working women from practicing healthy eating.

CONCLUSIONS AND IMPLICATIONS

In this population of working women in metropolitan Malaysia, experiences of time scarcity and limited sociocultural support for behavior change were major barriers to healthy eating. Interventions could prioritize leveraging these realities about food to facilitate environments in which women feel like they have control of their own food intake.

Different drives of herding: An exploratory study of motivations underlying social conformity

We often align our behaviors, attitudes, and opinions in line with a majority of others, a phenomenon known as "social conformity." A seminal framework has proposed that conformity behaviors are mainly driven by three fundamental motives: a desire to gain more information to be accurate, to obtain social approval from others, and to maintain a favorable self-concept. However, previous studies usually have interpreted conformity behaviors as driven by one motive or another, largely ignoring the fact that human behaviors could be concurrently induced by multiple and even conflicting motivations. Adopting a typical conformity paradigm widely used in previous studies, we explored distinct and concurrent motives underlying the same conformity behavior, combining personality and individual differences with more nuanced analyses of observed conformity behaviors. Our findings provide novel evidence to show that three motivations exist within a single conformity behavior, suggesting that multiple motivations drive the conformity concurrently. These findings provide a potential solution for the extensive debate about what drives human social conformity and help to better understand the conformity behavior in daily life.

The hierarchical sensitivity to social misalignment during decision-making under uncertainty

Social misalignment occurs when a person’s attitudes and opinions deviate from those of others. We investigated how individuals react to social misalignment in risky (outcome probabilities are known) or ambiguous (outcome probabilities are unknown) decision contexts. During each trial, participants played a forced-choice gamble, and they observed the decisions of four other players after they made a tentative decision, followed by an opportunity to keep or change their initial decision. Behavioral and event-related potential data were collected. Behaviorally, the stronger the participants’ initial preference, the less likely they were to switch their decisions, whereas the more their decisions were misaligned with the majority, the more likely they were to switch. Electrophysiological results showed a hierarchical processing pattern of social misalignment. Misalignment was first detected binarily (i.e. match/mismatch) at an early stage, as indexed by the N1 component. During the second stage, participants became sensitive to low levels of misalignment, which were indexed by the feedback-related negativity. The degree of social misalignment was processed in greater detail, as indexed by the P3 component. Moreover, such hierarchical neural sensitivity is generalizable across different decision contexts (i.e. risky and ambiguous). These findings demonstrate a fine-grained neural sensitivity to social misalignment during decision-making under uncertainty.

Rule Following Mitigates Collaborative Cheating and Facilitates the Spreading of Honesty Within Groups

Compared with working alone, interacting in groups can increase dishonesty and give rise to collaborative cheating-the joint violation of honesty. At the same time, collaborative cheating emerges some but not all of the time, even when dishonesty is not sanctioned and economically rational. Here, we address this conundrum. We show that people differ in their extent to follow arbitrary and costly rules and observe that "rule-followers" behave more honestly than "rule-violators." Because rule-followers also resist the temptation to engage in collaborative cheating, dyads and groups with at least one high rule-follower have fewer instances of coordinated violations of honesty. Whereas social interaction can lead to a "social slippery slope" of increased cheating, rule-abiding individuals mitigate the emergence and spreading of collaborative cheating, leading to a transmission advantage of honesty. Accordingly, interindividual differences in rule following provide a basis through which honest behavior can persist.

Testing the reinforcement learning hypothesis of social conformity

Our preferences are influenced by the opinions of others. The past human neuroimaging studies on social conformity have identified a network of brain regions related to social conformity that includes the posterior medial frontal cortex (pMFC), anterior insula, and striatum. Since these brain regions are also known to play important roles in reinforcement learning (i.e., processing prediction error), it was previously hypothesized that social conformity and reinforcement learning have a common neural mechanism. However, although this view is currently widely accepted, these two processes have never been directly compared; therefore, the extent to which they shared a common neural mechanism had remained unclear. This study aimed to formally test the hypothesis. The same group of participants (n = 25) performed social conformity and reinforcement learning tasks inside a functional magnetic resonance imaging (fMRI) scanner. Univariate fMRI data analyses revealed activation overlaps in the pMFC and bilateral insula between social conflict and unsigned prediction error and in the striatum between social conflict and signed prediction error. We further conducted multivoxel pattern analysis (MVPA) for more direct evidence of a shared neural mechanism. MVPA did not reveal any evidence to support the hypothesis in any of these regions but found that activation patterns between social conflict and prediction error in these regions were largely distinct. Taken together, the present study provides no clear evidence of a common neural mechanism between social conformity and reinforcement learning.

Modulating the Activity of vmPFC Regulates Informational Social Conformity: A tDCS Study

Social conformity has been evaluated in many different contexts, ranging from an emotional contagion in psychology, to speculative episodes in economics, to mass protests concerning politics. Previous neuroscience studies suggest that the ventromedial prefrontal cortex (vmPFC) participates in social conformity, especially when it comes to the value integration process, but the specific mechanism of vmPFC is still unclear. In this study, we aimed to identify a direct link between the vmPFC and conformity tendencies by means of transcranial direct current stimulation (tDCS). Conformity tendencies are measured by the probability that participants change their decisions when they observe the majority responses. In our experiment, subjects could make two decisions in each trial, once without social information and once with social information, which allowed us to directly observe the conformity tendency of subjects in different conditions. We found that cathodal stimulation of the vmPFC significantly increased conformity tendency and decreased response time when the initial decision of participants differs from the majority opinion. Based on the experimental results, our study suggests that the vmPFC mainly inhibits and regulates the informational conformity behavior. These findings complement investigations of the neural mechanism of conformity and the role of the vmPFC in the neural circuit behind conformity behavior.

No, you go first: phenotype and social context affect house sparrow neophobia

Novel object trials are commonly used to assess aversion to novelty (neophobia), and previous work has shown neophobia can be influenced by the social environment, but whether the altered behaviour persists afterwards (social learning) is largely unknown in wild animals. We assessed house sparrow (Passer domesticus) novel object responses before, during and after being paired with a conspecific of either similar or different behavioural phenotype. During paired trials, animals housed with a similar or more neophobic partner demonstrated an increased aversion to novel objects. This change did not persist a week after unpairing, but neophobia decreased after unpairing in birds previously housed with a less neophobic partner. We also compared novel object responses to non-object control trials to validate our experimental procedure. Our results provide evidence of social learning in a highly successful invasive species, and an interesting asymmetry in the effects of social environment on neophobia behaviour depending on the animal's initial behavioural phenotype.

Social Conformity Effects on Trust in Simulation-Based Human-Robot Interaction

OBJECTIVE

We investigated the co-acting influences of communication and social conformity on trust in human-robot interaction.

BACKGROUND

Previous work has investigated aspects of the robot, the human, and the environment as influential factors in the human-robot relationship. Little work has examined the conjoint effects of social conformity and communication on this relationship. As social conformity and communication have been shown to affect human-human trust, there are a priori reasons to believe that they will play an influential role in human-robot trust also.

METHOD

The experiment examined the influences of social conformity and robot communication on trust. A 2 × 2 (communication × social group) design was implemented with each variable having two levels (communication, no communication; positive social group, negative social group).

RESULTS

We created a communication manipulation which we then demonstrated to mediate the trust level between human and robot. However, this influence on trust was overcome by social information in which the subsequent trust level, attributed to the robot, was dominated by expressed social group attitudes to that robot.

CONCLUSION

The results confirm the importance of human social assessments over direct robot communication in setting human-robot trust levels. When social opinions are expressed, observers appear to conform to the trust displayed by the group than relying on their own judgment.

APPLICATION

In human-robot teams, the perceptions of the group may exert a greater impact than even robot communication. This may be especially important when new human members are introduced into such teams.

Nonconformist tendencies related to risky choices in female methamphetamine abstainers

Background: Many experimental studies and theoretical models have tried to explain the multifaceted formation of drug addiction. In most addiction models, social factors are an important component; however, few empirical studies have investigated the social influences on the safe or risky choices of drug-addicted individuals during the abstinence stage. Objectives: To investigate the behavioral patterns of female methamphetamine abstainers under social influence. Methods: Thirty-seven female methamphetamine abstainers (average abstinence time: 8.61 ± 4.75 months) and 40 matched controls performed a gambling task in the presence of peers' choices. We applied both model-free and computational model-based analysis to examine how the decision patterns differed with social influence between the two groups. Results: 1) the choice data from the two groups showed a social influence effect such that participants made more risky choices when others made risky choices; 2) overall, the female methamphetamine abstainers made more risky choices in the social influence task; and 3) in the computational model parameters, the female methamphetamine abstainers exhibited more nonconforming attitudes (with negative other-conferred utility) with respect to peer influence, whereas controls showed higher conformity to peers. Conclusion: Our findings provide the first objective evidence that female methamphetamine abstainers show peer nonconformity. This nonconformist tendency may be a potential behavioral marker to track drug addiction and help to elucidate the mechanisms of decisions made by female methamphetamine abstainers.

Regimes of Expectations: An Active Inference Model of Social Conformity and Human Decision Making

How do humans come to acquire shared expectations about how they ought to behave in distinct normalized social settings? This paper offers a normative framework to answer this question. We introduce the computational construct of 'deontic value' - based on active inference and Markov decision processes - to formalize conceptions of social conformity and human decision-making. Deontic value is an attribute of choices, behaviors, or action sequences that inherit directly from deontic cues in our econiche (e.g., red traffic lights); namely, cues that denote an obligatory social rule. Crucially, the prosocial aspect of deontic value rests upon a particular form of circular causality: deontic cues exist in the environment in virtue of the environment being modified by repeated actions, while action itself is contingent upon the deontic value of environmental cues. We argue that this construction of deontic cues enables the epistemic (i.e., information-seeking) and pragmatic (i.e., goal- seeking) values of any behavior to be 'cached' or 'outsourced' to the environment, where the environment effectively 'learns' about the behavior of its denizens. We describe the process whereby this particular aspect of value enables learning of habitual behavior over neurodevelopmental and transgenerational timescales.

Oxytocin Facilitates Social Learning by Promoting Conformity to Trusted Individuals

There is considerable interest in the role of the neuropeptide oxytocin in promoting social cohesion both in terms of promoting specific social bonds and also more generally for increasing our willingness to trust others and/or to conform to their opinions. These latter findings may also be important in the context of a modulatory role for oxytocin in improving the efficacy of behavioral therapy in psychiatric disorders. However, the original landmark studies claiming an important role for oxytocin in enhancing trust in others, primarily using economic game strategies, have been questioned by subsequent meta-analytic approaches or failure to reproduce findings in different contexts. On the other hand, a growing number of studies have consistently reported that oxytocin promotes conformity to the views of groups of in-group individuals. Most recently we have found that oxytocin can increase acceptance of social advice given by individual experts without influencing their perceived trustworthiness per se, but that increased conformity in this context is associated with how much an expert is initially trusted and liked. Oxytocin can also enhance the impact of information given by experts by facilitating expectancy and placebo effects. Here we therefore propose that a key role for oxytocin is not in facilitating social trust per se but in conforming to, and learning from, trusted individuals who are either in-group members and/or perceived experts. The implications of this for social learning and use of oxytocin as an adjunct to behavioral therapy in psychiatric disorders are discussed. Interpersonal trust within social groups is of key importance for social interactions, bonds, cooperation and learning and trust between different groups can also help ensure a stable and peaceful co-existence as well as mutually beneficial co-operation and trade. Trust is generally considered to be critical for co-operation and reciprocity in social and economic interactions but importantly trust also involves risk of potential injury if misplaced or broken and we have a natural aversion to taking such risks (Hardin, 2002; Ostrom and Walker, 2003). Indeed, an important factor influencing our trust behavior is that we are strongly motivated to avoid others betraying our trust (Bohnet and Zeckhauser, 2004; Bohnet et al., 2008). Trust can potentially be influenced by our assessment of the level of risk that trusting others might have and also by increased sensitivity to physical and/or other cues for detecting trustworthiness. It is therefore of great importance to identify both behavioral and physiological factors which can act to enhance trust, particularly in situations where individuals have impaired trust and therefore find it hard to interact socially with others and learn from them and/or to benefit optimally from cognitive and behavioral therapeutic strategies.

Social Determinants of Child Marriage in Rural India

Background

Child marriage represents a grave violence against children and deprives them of their rights to health, education, and a livelihood. Because child marriage should be recognized as a social and medical emergency, the social determinants of child marriage in India need to be mapped. The aim of this qualitative case study was to document social determinants of child marriage identified by the authors while providing community mobile health services in rural Mewat District, India.

Case Report

We present qualitative participatory medical histories and assessments of two clinical cases: an adolescent who is waiting to get married and a young woman who was married as an adolescent but developed multiple health complications after her husband abandoned her.

Conclusion

Patriarchy, coercion, social customs, and norms were identified as major social determinants. The two cases demonstrate that social norms influence intergenerational norms and lead to uninformed decision-making and child marriage. In low- and middle-income countries, medical professionals should urgently address child marriage as a major public health problem. Primary care physicians and medical professionals should implement preventive measures and provide anticipatory guidance to prevent child marriage.

Response to text-based social cues in the formation of causal attributions in adults with traumatic brain injury

BACKGROUND

Adults with traumatic brain injury (TBI) may have deficits recognizing spoken social cues, with major negative social consequences. We do not know if these deficits extend to written social cues. Written cues, such as letterhead, provide information we use to make critical inferences about an author's perspective, and interpret subsequent text considering that perspective, and thus are critical for social communication. This study examined response to written social cues in adults with and without TBI.

METHODS AND PROCEDURES

We asked adults with TBI (n = 38) and uninjured adults (n = 20) to read an article describing actions of a mass murderer and give reasons for the those actions. Materials were presented on letterhead from either a social or a personality institute, to bias responses to either situational or dispositional factors. We hypothesized persons with TBI would be less likely to show bias consistent with the letterhead.

MAIN OUTCOMES AND RESULTS

Significantly more comparison-group responses (72%) than TBI-group responses (52%) were biased (p = 0.01) to match the institute in the letterhead.

CONCLUSIONS

Results indicated reduced sensitivity to written social cues in adults with TBI. Our findings add to evidence of impaired social cue response after TBI, and extend this to written text.

Escape from the diffusion of responsibility: A review and guide for nurses

AIMS

This review aims to help nurse leaders and professionals to understand, recognize, and mitigate the phenomenon known as the diffusion of responsibility, while also bridging a gap in nursing literature by highlighting Milgram's and Zimbardo's research.

BACKGROUND

Nurses are uninformed of how responsibility is diffused when obeying authority figures, fulfilling roles, and conforming in groups. It is important to recognize and address this potential for unethical practices, given the high risk for these behaviours to occur in health care settings.

EVALUATION

Sources discussing the diffusion of responsibility were identified through databases using terms such as: "Diffusion of Responsibility," "Nursing," "Ethics," "Obedience," "Groupthink," "Bully," "Milgram," and "Zimbardo."

KEY ISSUES

Social psychology examples of diffused responsibility from Milgram, Zimbardo, and Janis are explored, applied to the field of nursing, and leadership implications are discussed.

CONCLUSION

Nurses can unintentionally ascribe accountability for personal action to others. It is therefore essential for nurses to escape the cycle of diffused responsibility.

IMPLICATIONS FOR NURSING MANAGEMENT

Examples in this review provide important clues for addressing the negative effects of diffused responsibility. The onus is on nurses to personally enhance the ethics of their practice by surveying, pondering, and applying these concepts.

Frontal Alpha Asymmetry and Theta Oscillations Associated With Information Sharing Intention

Social media has gained increasing importance in many aspects of everyday life, from building relationships to establishing collaborative networks between individuals worldwide. Sharing behavior is an essential part of maintaining these dynamic networks. However, the precise neural factors that could be related to sharing behavior in online communities remain unclear. In this study, we recorded electroencephalographic (EEG) oscillations of human subjects while they were watching short videos. The subjects were later asked to evaluate the videos based on how much they liked them and whether they would share them. We found that, at the population level, subjects watching videos that would not be shared had higher power spectral density (PSD) amplitudes in the theta band (4-8 Hz), primarily over the frontal and parietal sites of the right hemisphere, than subjects watching videos that would be shared. Previous studies have associated task disengagement with an increase in scalp-wide theta activation, which can be interpreted as a mind-wandering effect. This might suggest that the decision to not share the video may lead to a more automatic/effortless neural pattern. We also found that watching videos that would be shared was associated with lower PSD amplitudes in the alpha band (8-12 Hz) over the central and right frontal sites, and with more negative scores of frontal alpha asymmetry (FAA) index scores. These results may be related to previous work linking right-sided frontal EEG asymmetry to the pursuit of social conformity and avoidance of negative outcomes, such as social isolation. Finally, using support vector machine (SVM) algorithms, we show that these EEG parameters and preference rating scores can be used to improve the predictability of sharing information behavior. The information sharing-related EEG pattern described here could therefore improve our understanding of the neural markers associated with sharing behavior and contribute to studies about stimuli propagation.

In God we trust? Neural measures reveal lower social conformity among non-religious individuals

Even in predominantly religious societies, there are substantial individual differences in religious commitment. Why is this? One possibility is that differences in social conformity (i.e. the tendency to think and behave as others do) underlie inclination towards religiosity. However, the link between religiosity and conformity has not yet been directly examined. In this study, we tested the notion that non-religious individuals show dampened social conformity, using both self-reported and neural (EEG-based ERPs) measures of sensitivity to others’ influence. Non-religious vs religious undergraduate subjects completed an experimental task that assessed levels of conformity in a domain unrelated to religion (i.e. in judgments of facial attractiveness). Findings showed that, although both groups yielded to conformity pressures at the self-report level, non-religious individuals did not yield to such pressures in their neural responses. These findings highlight a novel link between religiosity and social conformity, and hold implications for prominent theories about the psychological functions of religion.

MEG Signatures of a Perceived Match or Mismatch between Individual and Group Opinions

Humans often adjust their opinions to the perceived opinions of others. Neural responses to a perceived match or mismatch between individual and group opinions have been investigated previously, but some findings are inconsistent. In this study, we used magnetoencephalographic source imaging to investigate further neural responses to the perceived opinions of others. We found that group opinions mismatching with individual opinions evoked responses in the anterior and posterior medial prefrontal cortices, as well as in the temporoparietal junction and ventromedial prefrontal cortex in the 220–320 and 380–530 ms time windows. Evoked responses were accompanied by an increase in the power of theta oscillations (4–8 Hz) over a number of frontal cortical sites. Group opinions matching with individual opinions evoked an increase in amplitude of beta oscillations (13–30 Hz) in the anterior cingulate and ventral medial prefrontal cortices. Based on these results, we argue that distinct valuation and performance-monitoring neural circuits in the medial cortices of the brain may monitor compliance of individual behavior to the perceived group norms.

Shared neural basis of social and non-social reward deficits in chronic cocaine users

Changed reward functions have been proposed as a core feature of stimulant addiction, typically observed as reduced neural responses to non-drug-related rewards. However, it was unclear yet how specific this deficit is for different types of non-drug rewards arising from social and non-social reinforcements. We used functional neuroimaging in cocaine users to investigate explicit social reward as modeled by agreement of music preferences with music experts. In addition, we investigated non-social reward as modeled by winning desired music pieces. The study included 17 chronic cocaine users and 17 matched stimulant-naive healthy controls. Cocaine users, compared with controls, showed blunted neural responses to both social and non-social reward. Activation differences were located in the ventromedial prefrontal cortex overlapping for both reward types and, thus, suggesting a non-specific deficit in the processing of non-drug rewards. Interestingly, in the posterior lateral orbitofrontal cortex, social reward responses of cocaine users decreased with the degree to which they were influenced by social feedback from the experts, a response pattern that was opposite to that observed in healthy controls. The present results suggest that cocaine users likely suffer from a generalized impairment in value representation as well as from an aberrant processing of social feedback.

The neuroscience of social conformity: implications for fundamental and applied research

The development of closer ties between researchers and practitioners in the domain of behavior and behavioral change offers useful opportunities for better informing public policy campaigns via a deeper understanding of the psychological processes that operate in real-world decision-making. Here, we focus on the domain of social conformity, and suggest that the recent emergence of laboratory work using neuroscientific techniques to probe the brain basis of social influence can prove a useful source of data to better inform models of conformity. In particular, we argue that this work can have an important role to play in better understanding the specific mechanisms at work in social conformity, in both validating and extending current psychological theories of this process, and in assessing how behavioral change can take place as a result of exposure to the judgments of others. We conclude by outlining some promising future directions in this domain, and indicating how this research could potentially be usefully applied to policy issues.

The need to control for regression to the mean in social psychology studies

It is common in repeated measurements for extreme values at the first measurement to approach the mean at the subsequent measurement, a phenomenon called regression to the mean (RTM). If RTM is not fully controlled, it will lead to erroneous conclusions. The wide use of repeated measurements in social psychology creates a risk that an RTM effect will influence results. However, insufficient attention is paid to RTM in most social psychological research. Notable cases include studies on the phenomena of social conformity and unrealistic optimism (Klucharev et al., 2009, 2011; Sharot et al., 2011, 2012b; Campbell-Meiklejohn et al., 2012; Kim et al., 2012; Garrett and Sharot, 2014). In Study 1, 13 university students rated and re-rated the facial attractiveness of a series of female faces as a test of the social conformity effect (Klucharev et al., 2009). In Study 2, 15 university students estimated and re-estimated their risk of experiencing a series of adverse life events as a test of the unrealistic optimism effect (Sharot et al., 2011). Although these studies used methodologies similar to those used in earlier research, the social conformity and unrealistic optimism effects were no longer evident after controlling for RTM. Based on these findings we suggest several ways to control for the RTM effect in social psychology studies, such as adding the initial rating as a covariate in regression analysis, selecting a subset of stimuli for which the participant' initial ratings were matched across experimental conditions, and using a control group.

Adolescent and adult risk-taking in virtual social contexts

There is a paucity of experimental data addressing how peers influence adolescent risk-taking. Here, we examined peer effects on risky decision-making in adults and adolescents using a virtual social context that enabled experimental control over the peer “interactions.” 40 adolescents (age 11–18) and 28 adults (age 20–38) completed a risk-taking (Wheel of Fortune) task under four conditions: in private; while being observed by (fictitious) peers; and after receiving ‘risky’ or ‘safe’ advice from the peers. For high-risk gambles (but not medium-risk or even gambles), adolescents made more risky decisions under peer observation than adults. Adolescents, but not adults, tended to resist ‘safe’ advice for high-risk gambles. Although both groups tended to follow ‘risky’ advice for high-risk gambles, adults did so more than adolescents. These findings highlight the importance of distinguishing between the effects of peer observation and peer advice on risky decision-making.

Conformity to the opinions of other people lasts for no more than 3 days

When people are faced with opinions different from their own, they often revise their own opinions to match those held by other people. This is known as the social-conformity effect. Although the immediate impact of social influence on people's decision making is well established, it is unclear whether this reflects a transient capitulation to public opinion or a more enduring change in privately held views. In an experiment using a facial-attractiveness rating task, we asked participants to rate each face; after providing their rating, they were informed of the rating given by a peer group. They then rerated the same faces after 1, 3, or 7 days or 3 months. Results show that individuals' initial judgments are altered by the differing opinions of other people for no more than 3 days. Our findings suggest that because the social-conformity effect lasts several days, it reflects a short-term change in privately held views rather than a transient public compliance.

Cultural influences on social feedback processing of character traits

Cultural differences are generally explained by how people see themselves in relation to social interaction partners. While Western culture emphasizes independence, East Asian culture emphasizes interdependence. Despite this focus on social interactions, it remains elusive how people from different cultures process feedback on their own (and on others') character traits. Here, participants of either German or Chinese origin engaged in a face-to-face interaction. Consequently, they updated their self- and other-ratings of 80 character traits (e.g., polite, pedantic) after receiving feedback from their interaction partners. To exclude potential confounds, we obtained data from German and Chinese participants in Berlin [functional magnetic resonance imaging (fMRI)] and in Beijing (behavior). We tested cultural influences on social conformity, positivity biases, and self-related neural activity. First, Chinese conformed more to social feedback than Germans (i.e., Chinese updated their trait ratings more). Second, regardless of culture, participants processed self- and other-related feedback in a positively biased way (i.e., they updated more toward desirable than toward undesirable feedback). Third, changes in self-related medial prefrontal cortex activity were greater in Germans than in Chinese during feedback processing. By investigating conformity, positivity biases, and self-related activity in relation to feedback obtained in a real-life interaction, we provide an essential step toward a unifying framework for understanding the diversity of human culture.

Does human presynaptic striatal dopamine function predict social conformity?

Socially desirable responding (SDR) is a personality trait which reflects either a tendency to present oneself in an overly positive manner to others, consistent with social conformity (impression management (IM)), or the tendency to view one's own behaviour in an overly positive light (self-deceptive enhancement (SDE)). Neurochemical imaging studies report an inverse relationship between SDR and dorsal striatal dopamine D₂/₃ receptor availability. This may reflect an association between SDR and D₂/₃ receptor expression, synaptic dopamine levels or a combination of the two. In this study, we used a [¹⁸F]-DOPA positron emission tomography (PET) image database to investigate whether SDR is associated with presynaptic dopamine function. Striatal [¹⁸F]-DOPA uptake, (k(i)(cer), min⁻¹), was determined in two independent healthy participant cohorts (n=27 and 19), by Patlak analysis using a cerebellar reference region. SDR was assessed using the revised Eysenck Personality Questionnaire (EPQ-R) Lie scale, and IM and SDE were measured using the Paulhus Deception Scales. No significant associations were detected between Lie, SDE or IM scores and striatal [¹⁸F]-DOPA k(i)(cer). These results indicate that presynaptic striatal dopamine function is not associated with social conformity and suggests that social conformity may be associated with striatal D₂/₃ receptor expression rather than with synaptic dopamine levels.

Neural mechanisms underlying social conformity in an ultimatum game

When individuals’ actions are incongruent with those of the group they belong to, they may change their initial behavior in order to conform to the group norm. This phenomenon is known as “social conformity.” In the present study, we used event-related functional magnetic resonance imaging (fMRI) to investigate brain activity in response to group opinion during an ultimatum game. Results showed that participants changed their choices when these choices conflicted with the normative opinion of the group they were members of, especially in conditions of unfair treatment. The fMRI data revealed that a conflict with group norms activated the brain regions involved in norm violations and behavioral adjustment. Furthermore, in the reject-unfair condition, we observed that a conflict with group norms activated the medial frontal gyrus. These findings contribute to recent research examining neural mechanisms involved in detecting violations of social norms, and provide information regarding the neural representation of conformity behavior in an economic game.

Playing nice: a multi-methodological study on the effects of social conformity on memory

Conformity is an important aspect of social behavior. Two main motives have been identified: people may adapt their behavior to “play nice” despite knowing better (normative conformity) or they may accept the others' opinion as a valid source of information (informative conformity). Neuroimaging studies can help to distinguish between these two possibilities. Here, we present a functional magnetic resonance imaging (fMRI) study on memory conformity in a real group situation. We investigated the effects of group pressure on activity in hippocampus and anterior cingulate cortex (ACC) which likely support informative and normative memory conformity, respectively. Furthermore, we related the single nucleotide polymorphism (SNP) rs4680 [called Catechol-O-methyltransferase (COMT) Val158Met] on the gene coding for COMT to both behavior and fMRI activation. Homozygous Met-allele carriers (Val−) behaved more conformist than carriers of at least one Val-allele (Val+). In the neuroimaging data, we compared trials in which subjects were confronted with a majority of incorrect group responses to trials in which they were confronted with a majority of correct group responses. We found increased hippocampal activity when the majority of the group was correct, possibly indicating retrieval processes. Moreover, we observed enhanced activity in the ACC when the majority of the group was incorrect, suggesting that conformity was mostly normative. Most interestingly, this latter effect was more pronounced for Val− as compared to Val+ participants. This offers a speculative explanation for the higher behavioral levels of social conformity in Val− allele carriers, because their subjectively perceived conflict in the presence of an incorrect group majority may have been higher. Overall, this study demonstrates how the mechanisms leading to complex social behavior such as conformity can be studied by combining genetic analyses and fMRI in social neuroscience paradigms.

Grief and Women: Stillbirth in the Social Context of India

INTRODUCTION

Few in Western society would argue the potentially devastating impact of stillbirth related grief; but in many developing countries where stillbirth remains the highest in the world, perinatal grief is barely recognized as an issue. The purpose of this study was to explore how poor, rural central Indian women perceive and cope with stillbirths.

METHODS

Seventeen key informant interviews and two focus groups (N = 33) with local health care providers, family members, and women who experienced stillbirth were conducted over a 1-month period in 2011 and then systematically coded for emerging themes using grounded theory methods to explore how women experienced stillbirth.

RESULTS

Although usually never talked about and not recognized as an issue, perinatal grief emerged as a significant shared experience by all. The perceptions of stillbirth-related grief emerged in three major themes and bear evidence of gender and power issues and indicate that local social norms negatively factor heavily into their perinatal grief experiences.

DISCUSSION

The findings in this richly textured study add to the limited literature regarding rural, central Indian women's experiences with stillbirth and factors influencing their resulting perinatal grief. In light of the void of recognition of this phenomenon in Indian society, a better understanding of the context in which poor Indian women experience perinatal grief will be a first step toward developing much needed culturally rooted interventions to positively impact the women's abilities to better cope with stillbirth in the context of their realities.