Neural computations underpinning the strategic management of influence in advice giving. / Hertz, Uri; Palminteri, Stefano; Brunetti, Silvia; Olesen, Cecilie; Frith, Chris; Bahrami, Bahador.

In: Nature Communications, Vol. 8, 2191(2017), 19.12.2017, p. 1-12.

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  • Uri Hertz
  • Stefano Palminteri
  • Silvia Brunetti
  • Cecilie Olesen
  • Chris Frith
  • Bahador Bahrami

Abstract

Research on social influence has focused mainly on the target of influence (e.g., consumer and voter); thus, the cognitive and neurobiological underpinnings of the source of the influence (e.g., politicians and salesmen) remain unknown. Here, in a three-sided advice-giving game, two advisers competed to influence a client by modulating their own confidence in their advice about which lottery the client should choose. We report that advisers’ strategy depends on their level of influence on the client and their merit relative to one another. Moreover, blood-oxygenation-level-dependent (BOLD) signal in the temporo-parietal junction is modulated by adviser’s current level of influence on the client, and relative merit prediction error affects activity in medial-prefrontal cortex. Both types of social information modulate ventral striatum response. By demonstrating what happens in our mind and brain when we try to influence others, these results begin to explain the biological mechanisms that shape inter-individual differences in social conduct.
Original languageEnglish
Article number2191(2017)
Pages (from-to)1-12
Number of pages12
JournalNature Communications
Volume8
DOIs
Publication statusPublished - 19 Dec 2017
This open access research output is licenced under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

ID: 34909004