Neural Mechanisms of Social Normative Influence

Michael Norton, Harvard Business School, USA
Malia Mason, Columbia University, USA
Rebecca Dyer, Yale University, USA
To explore the neural mechanisms underlying the impact of social norms on preferences, we exposed participants to their peers’ preferences for novel objects while assessing brain activity. Results suggest that integrating activity in medial prefrontal cortex (mPFC) and striatum differentiates objects that have become valued for social versus non-social reasons.
[ to cite ]:
Michael Norton, Malia Mason, and Rebecca Dyer (2011) ,"Neural Mechanisms of Social Normative Influence", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.