Researchers led by Ali Mahmoodi at the University of Freiburg in Germany have characterized brain activity that occurs when we are socially influenced to change our minds. Publishing in PLOS Biology on March 3, the study shows how the brain distinguishes between different types of social conformity when revising one’s opinions.
Changing one’s mind after learning additional information from another person is an example of informational social influence. On the other hand, if it’s because of the desire to be socially accepted, it’s an example of normative social influence. Until now, no study of the underlying brain mechanisms has differentiated between these two situations.
