until further notice
SourceNeuron, 61, 1, (2009), pp. 140-51
Article / Letter to editor
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Donders Centre for Cognitive Neuroimaging
F.C. Donders Centre for Cognitive Neuroimaging
Subject111 000 Intention & Action; 111 010 Decision or response preparation; 130 000 Cognitive Neurology & Memory; 130 005 Brain correlates of consumer behavior/decision making; 130 027 Brain Imaging Genetics - Alzheimer Disease; 140 000 Decision neuroscience; 140 011 Erim, neuroeconomics and neuromarketing; DCN 3: Neuroinformatics
We often change our decisions and judgments to conform with normative group behavior. However, the neural mechanisms of social conformity remain unclear. Here we show, using functional magnetic resonance imaging, that conformity is based on mechanisms that comply with principles of reinforcement learning. We found that individual judgments of facial attractiveness are adjusted in line with group opinion. Conflict with group opinion triggered a neuronal response in the rostral cingulate zone and the ventral striatum similar to the "prediction error" signal suggested by neuroscientific models of reinforcement learning. The amplitude of the conflict-related signal predicted subsequent conforming behavioral adjustments. Furthermore, the individual amplitude of the conflict-related signal in the ventral striatum correlated with differences in conforming behavior across subjects. These findings provide evidence that social group norms evoke conformity via learning mechanisms reflected in the activity of the rostral cingulate zone and ventral striatum.
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