Neural correlates of informational cascades: brain mechanisms of social influence on belief updating
Informational cascades can occur when rationally acting individuals decide independently of their private information and follow the decisions of preceding decision-makers. In the process of updating beliefs, differences in the weighting of private and publicly available social information may modulate the probability that a cascade starts in a decisive way. By using functional magnetic resonance imaging, we examined neural activity while participants updated their beliefs based on the decisions of two fictitious stock market traders and their own private information, which led to a final decision of buying one of two stocks. Computational modeling of the behavioral data showed that a majority of participants overweighted private information. Overweighting was negatively correlated with the probability of starting an informational cascade in trials especially prone to conformity. Belief updating by private information was related to activity in the inferior frontal gyrus/anterior insula, the dorsolateral prefrontal cortex and the parietal cortex; the more a participant overweighted private information, the higher the activity in the inferior frontal gyrus/anterior insula and the lower in the parietal-temporal cortex. This study explores the neural correlates of overweighting of private information, which underlies the tendency to start an informational cascade.
Human behaviour is affected by various forms of persuasion. The general persuasive effect of high expertise of the communicator, often referred to as ’expert power’, is well documented. We found that a single exposure to a combination of an expert and an object leads to a long-lasting positive effect on memory for and attitude towards the object. Using functional magnetic resonance imaging, we probed the neural processes predicting these behavioural effects. Expert context was associated with distributed left-lateralized brain activity in prefrontal and temporal cortices related to active semantic elaboration. Furthermore, experts enhanced subsequent memory effects in the medial temporal lobe (i.e. in hippocampus and parahippocampal gyrus) involved in memory formation. Experts also affected subsequent attitude effects in the caudate nucleus involved in trustful behaviour, reward processing and learning. These results may suggest that the persuasive effect of experts is mediated by modulation of caudate activity resulting in a re-evaluation of the object in terms of its perceived value. Results extend our view of the functional role of the dorsal striatum in social interaction and enable us to make the first steps toward a neuroscientific model of persuasion.
The article analyzes the phenomenon of "soft governance" and "soft power" in the modern theory and practice of social management. It is proposed to consider the "soft power" in the discourse of sociology of management, correlating them with such categories as "influence" and "power". The features of the use of soft power in social management on the example of advertising. Advertising impact is interpreted as a symbolic impact on the society, and not merely to inform the audience of advertising. Conceptualized the concept of "socio-cultural discourse of advertising," he defined as the characters and symbolic content of the advertised offer, identifying the proposal in the social and cultural frame of reference. It is very important in this context is the question of what kind of social relations is advertising audience as an attractive model, role model, some overt and latent social consequences can cause advertising messages, etc. These questions should get scientific conceptualization in the framework of a new research orienta- environmental advertising. The article describes also modern technologies of voice, the cost of advertising impact on the audience through these technologies.
Brain Mapping: A Comprehensive Reference offers foundational information for students and researchers across neuroscience. With over 300 articles and a media rich environment, this resource provides exhaustive coverage of the methods and systems involved in brain mapping, fully links the data to disease (presenting side by side maps of healthy and diseased brains for direct comparisons), and offers data sets and fully annotated color images. Each entry is built on a layered approach of the content - basic information for those new to the area and more detailed material for experienced readers. Edited and authored by the leading experts in the field, this work offers the most reputable, easily searchable content with cross referencing across articles, a one-stop reference for students, researchers and teaching faculty.Broad overview of neuroimaging concepts with applications across the neurosciences and biomedical research Fully annotated color images and videos for best comprehension of concepts Layered content for readers of different levels of expertise Easily searchable entries for quick access of reputable information Live reference links to ScienceDirect, Scopus and PubMed
Humans often change their beliefs or behavior due to the behavior or opinions of others. This study explored, with the use of human event-related potentials (ERPs), whether social conformity is based on a general performance-monitoring mechanism. We tested the hypothesis that conflicts with a normative group opinion evoke a feedback-related negativity (FRN) often associated with performance monitoring and subsequent adjustment of behavior. The experimental results show that individual judgments of facial attractiveness were adjusted in line with a normative group opinion. A mismatch between individual and group opinions triggered a frontocentral negative deflection with the maximum at 200 ms, similar to FRN. Overall, a conflict with a normative group opinion triggered a cascade of neuronal responses: from an earlier FRN response reflecting a conflict with the normative opinion to a later ERP component (peaking at 380 ms) reflecting a conforming behavioral adjustment. These results add to the growing literature on neuronal mechanisms of social influence by disentangling the conflict-monitoring signal in response to the perceived violation of social norms and the neural signal of a conforming behavioral adjustment.
Our decisions are affected not only by objective information about the available options but also by other people. Recent brain imaging studies have adopted the cognitive neuroscience approach for studying the neural mechanisms of social influence. A number of studies have shown that social influence is associated with neural activity in the medial prefrontal cortex and ventral striatum, which are two brain areas involved in the fundamental and not exclusively social mechanisms of performance monitoring. Therefore, the neural mechanisms of social influence could be deeply integrated into our general neuronal performance-monitoring mechanisms.
The distractive effects on attentional task performance in different paradigms are analyzed in this paper. I demonstrate how distractors may negatively affect (interference effect), positively (redundancy effect) or neutrally (null effect). Distractor effects described in literature are classified in accordance with their hypothetical source. The general rule of the theory is also introduced. It contains the formal prediction of the particular distractor effect, based on entropy and redundancy measures from the mathematical theory of communication (Shannon, 1948). Single- vs dual-process frameworks are considered for hypothetical mechanisms which underpin the distractor effects. Distractor profiles (DPs) are also introduced for the formalization and simple visualization of experimental data concerning the distractor effects. Typical shapes of DPs and their interpretations are discussed with examples from three frequently cited experiments. Finally, the paper introduces hierarchical hypothesis that states the level-fashion modulating interrelations between distractor effects of different classes.
This article describes the expierence of studying factors influencing the social well-being of educational migrants as mesured by means of a psychological well-being scale (A. Perrudet-Badoux, G.A. Mendelsohn, J.Chiche, 1988) previously adapted for Russian by M.V. Sokolova. A statistical analysis of the scale's reliability is performed. Trends in dynamics of subjective well-being are indentified on the basis the correlations analysis between the condbtbions of adaptation and its success rate, and potential mechanisms for developing subjective well-being among student migrants living in student hostels are described. Particular attention is paid to commuting as a factor of adaptation.