Humans are extremely susceptible to social influence. Here, we examine whether this susceptibility is altered in autism, a condition characterized by social difficulties. Autistic participants (N = 22) and neurotypical controls (N = 22) completed a memory test of previously seen words and were then exposed to answers supposedly given by four other individuals. Autistic individuals and controls were as likely to alter their judgements to align with inaccurate responses of group members. These changes reflected both temporary judgement changes (public conformity) and long-lasting memory changes (private conformity). Both groups were more susceptible to answers believed to be from other humans than from computer algorithms. Our results suggest that autistic individuals and controls are equally susceptible to social influence when reporting their memories.

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 preferences are influenced by the opinions of others. The past human neuroimaging studies on social conformity have identified a network of brain regions related to social conformity that includes the posterior medial frontal cortex (pMFC), anterior insula, and striatum. Since these brain regions are also known to play important roles in reinforcement learning (i.e., processing prediction error), it was previously hypothesized that social conformity and reinforcement learning have a common neural mechanism. However, although this view is currently widely accepted, these two processes have never been directly compared; therefore, the extent to which they shared a common neural mechanism had remained unclear. This study aimed to formally test the hypothesis. The same group of participants (n = 25) performed social conformity and reinforcement learning tasks inside a functional magnetic resonance imaging (fMRI) scanner. Univariate fMRI data analyses revealed activation overlaps in the pMFC and bilateral insula between social conflict and unsigned prediction error and in the striatum between social conflict and signed prediction error. We further conducted multivoxel pattern analysis (MVPA) for more direct evidence of a shared neural mechanism. MVPA did not reveal any evidence to support the hypothesis in any of these regions but found that activation patterns between social conflict and prediction error in these regions were largely distinct. Taken together, the present study provides no clear evidence of a common neural mechanism between social conformity and reinforcement learning.

The defining pathological features of social anxiety disorder primarily concern the social landscape, yet few empirical studies have examined the potentially aberrant behavioral and neural patterns in this population using socially interactive paradigms. We addressed this issue by investigating the behavioral and neural patterns associated with social conformity in patients with social anxiety disorder. We recorded event-related potentials when healthy subjects (n = 19), and patients with social anxiety disorder (n = 20) made attractiveness judgements of unfamiliar others, while at the same time, being exposed to congruent/incongruent peer ratings. Afterwards, participants were asked to rerate the same faces without the presence of peer ratings. When compared with healthy controls, social anxiety disorder patients exhibited more positive attitudes to unfamiliar others and conformed more with peers-higher feedback. These behavioral effects were in parallel with neural responses associated with social conflict in the N400 signal, showing higher conformity to peers-higher feedback compared with peers-lower or peers-agree feedback among social anxiety disorder patients. Our findings provide evidence on the behavioral and neural patterns of social anxiety disorder during social interactions, and support the hypothesis that individuals with social anxiety disorder are more motivated to pursue social acceptance and possibly avoid social rejection.

Conformity is thought to be an important force in cultural evolution because it has the potential to stabilize cooperation in large groups, potentiate group selection and thus explain uniquely human behaviors. However, the effects of such conformity on cultural and biological evolution will depend much on the way individuals are influenced by the frequency of alternative behavioral options witnessed. Theoretical modeling has suggested that only what we refer to as 'hyper-conformity', an exaggerated tendency to perform the most frequent behavior witnessed in other individuals, is able to increase within-group homogeneity and between-group diversity, for instance. Empirically however, few experiments have addressed how the frequency of behavior witnessed affects behavior. Accordingly we performed an experiment to test for the presence of conformity in a natural situation with humans. Visitors to a Zoo exhibit were invited to write or draw answers to questions on A5 cards and potentially win a small prize. We manipulated the proportion of existing writings versus drawings visible to visitors and measured the proportion of written cards submitted. We found a strong and significant effect of the proportion of text displayed on the proportion of text in the answers, thus demonstrating social learning. We show that this effect is approximately linear, with potentially a small, weak-conformist component but no hyper-conformist one. The present experiment therefore provides evidence for linear conformity in humans in a very natural context.

Immersive virtual reality (IVR) can induce an experience of "social presence" which can, in turn, increase social influence. Non-verbal behavior such as eye contact is an important component of human communication and, therefore, an important factor in creating social presence. This paper presents an experimental study that elaborates social influence through conformity with a group of virtual agents within an immersive virtual environment (IVE). Specifically, it investigates the impact of the agents' gaze behavior on social presence and influence. An experiment based on the Asch (1951) paradigm using two levels of agents' gaze behavior (Eye Contact condition vs. No-Eye Contact condition) was conducted. The results showed that participants conformed with the agents as they gave significantly more incorrect responses to the trials that the agents also gave an incorrect response, compared to those trials that the agents gave correct answers. However, no impact of the agents' gaze behavior on conformity was observed, even if the participants in the Eye Contact condition reported a higher sense of social presence. In addition, self-reported measures showed a number of social effects that occurred only in the eye contact condition, indicating that the agents' gaze behavior has an impact on participants' experience.

People often align their behaviors and decisions with others' expectations, especially those of higher social positions, when they are being observed. However, little attention has been paid to the neural mechanisms underlying increased conformity to the social hierarchy under social observation. Using a preference rating task, we investigated whether and how individual preferences for novel stimuli were influenced by others' preferences by manipulating others' social hierarchy and observational context. The behavioral results showed that human participants of both sexes were more likely to change their preferences to match those of a superior partner in a public than in a private context. fMRI data revealed distinct contributions of the subregions of the medial prefrontal cortex (mPFC) to increased conformity to social hierarchy under observation. Specifically, the ventral mPFC showed increased activity when participants' preferences aligned with those of superior partners, regardless of behavioral manifestation. The rostral mPFC showed increased activity when conforming to a superior partner and nonconforming to an inferior one, indicating goal-dependent valuation. The dorsal mPFC showed increased activity in private conditions with a superior partner but only in those with a higher tendency to conform. These findings support the hierarchical allostatic regulation model of the mPFC function for social valuation and suggest strategic conformity as a way to minimize metabolic costs.SIGNIFICANCE STATEMENT This study revealed distinct roles of subregions of the mPFC in increased conformity to individuals of different social ranks under observation. Specifically, the ventral mPFC showed increased activity when participants' preferences aligned with those of higher-ranking partners, whereas the rostral mPFC showed increased activity when conforming to a superior partner and nonconforming to an inferior partner, indicating goal-dependent valuation. The dorsal mPFC was more active in private conditions with a superior partner but only in those with a higher tendency to conform. These findings support the hierarchical allostatic regulation model of the mPFC function for social valuation and suggest strategic conformity as a way to minimize metabolic costs.

Conformity is an important aspect of social behavior. Two main motives have been identified: people may adapt their behavior to "play nice" despite knowing better (normative conformity) or they may accept the others' opinion as a valid source of information (informative conformity). Neuroimaging studies can help to distinguish between these two possibilities. Here, we present a functional magnetic resonance imaging (fMRI) study on memory conformity in a real group situation. We investigated the effects of group pressure on activity in hippocampus and anterior cingulate cortex (ACC) which likely support informative and normative memory conformity, respectively. Furthermore, we related the single nucleotide polymorphism (SNP) rs4680 [called Catechol-O-methyltransferase (COMT) Val158Met] on the gene coding for COMT to both behavior and fMRI activation. Homozygous Met-allele carriers (Val-) behaved more conformist than carriers of at least one Val-allele (Val+). In the neuroimaging data, we compared trials in which subjects were confronted with a majority of incorrect group responses to trials in which they were confronted with a majority of correct group responses. We found increased hippocampal activity when the majority of the group was correct, possibly indicating retrieval processes. Moreover, we observed enhanced activity in the ACC when the majority of the group was incorrect, suggesting that conformity was mostly normative. Most interestingly, this latter effect was more pronounced for Val- as compared to Val+ participants. This offers a speculative explanation for the higher behavioral levels of social conformity in Val- allele carriers, because their subjectively perceived conflict in the presence of an incorrect group majority may have been higher. Overall, this study demonstrates how the mechanisms leading to complex social behavior such as conformity can be studied by combining genetic analyses and fMRI in social neuroscience paradigms.

Social conformity refers to the tendency to align one's own behaviors, beliefs and values to those of others. Little is known about social influence coming from a minority group. To test whether social pressure from sexual minorities triggers avoidance-motivated behaviors, we explored how being influenced by the preferences of gay peers modifies the behavioral and neural reactivity of individuals defined as in- vs. out- groups on the basis of sexual orientation. To this aim, we combined fMRI with a social conformity paradigm in which heterosexual and gay/bisexual (hereafter non-exclusively heterosexual, NEH) individuals provided with male body attractiveness ratings by a fictitious group of gay students may or may not alter their previous rating and may or may not conform to the mean. Behaviorally, conformity to the minority preference was found in in-group NEH more than in out-group heterosexuals. Analysis of BOLD signal showed that social pressure brought about increased brain activity in frontal and parietal regions associated with the detection of social conflict. These results show that members of a sexual majority group display a smaller level of conformity when a sexual minority group exerts social influence. However, the neural correlates of this modulation are yet to be clarified.

A requirement of culture, whether animal or human, is some degree of conformity of behavior within populations. Researchers of gene-culture coevolution have suggested that population level conformity may result from frequency-biased social learning: individuals sampling multiple role models and preferentially adopting the majority behavior in the sample. When learning from a single role model, frequency-bias is not possible. We show why a population-level trend, either conformist or anticonformist, may nonetheless be almost inevitable in a population of individuals that learn through social enhancement, that is, using observations of others' behavior to update their own probability of using a behavior in the future. The exact specification of individuals' updating rule determines the direction of the trend. These results offer a new interpretation of previous findings from simulations of social enhancement in combination with reinforcement learning, and demonstrate how results of dynamical models may strongly depend on seemingly innocuous choices of model specifications, and how important it is to obtain empirical data on which to base such choices.

How do humans come to acquire shared expectations about how they ought to behave in distinct normalized social settings? This paper offers a normative framework to answer this question. We introduce the computational construct of 'deontic value' - based on active inference and Markov decision processes - to formalize conceptions of social conformity and human decision-making. Deontic value is an attribute of choices, behaviors, or action sequences that inherit directly from deontic cues in our econiche (e.g., red traffic lights); namely, cues that denote an obligatory social rule. Crucially, the prosocial aspect of deontic value rests upon a particular form of circular causality: deontic cues exist in the environment in virtue of the environment being modified by repeated actions, while action itself is contingent upon the deontic value of environmental cues. We argue that this construction of deontic cues enables the epistemic (i.e., information-seeking) and pragmatic (i.e., goal- seeking) values of any behavior to be 'cached' or 'outsourced' to the environment, where the environment effectively 'learns' about the behavior of its denizens. We describe the process whereby this particular aspect of value enables learning of habitual behavior over neurodevelopmental and transgenerational timescales.

The decision about whether to invest can be affected by the choices or opinions of others known as a form of social influence. People make decisions with fluctuating confidence, which plays an important role in the decision process. However, it remains a fair amount of confusion regarding the effect of confidence on the social influence as well as the underlying neural mechanism. The current study applied a willingness-to-invest task with the event-related potentials method to examine the behavioral and neural manifestations of social influence and its interaction with confidence in the context of crowdfunding investment. The behavioral results demonstrate that the conformity tendency of the people increased when their willingness-to-invest deviated far from the group. Besides, when the people felt less confident about their initial judgment, they were more likely to follow the herd. In conjunction with the behavioral findings, the neural results of the social information processing indicate different susceptibilities to small and big conflicts between the own willingness of the people and the group, with small conflict evoked less negative feedback-related negativity (FRN) and more positive late positive potential (LPP). Moreover, confidence only modulated the later neural processing by eliciting larger LPP in the low confidence, implying more reliance on social information. These results corroborate previous findings regarding the conformity effect and its neural mechanism in investment decision and meanwhile extend the existing works of literature through providing behavioral and neural evidence to the effect of confidence on the social influence in the crowdfunding marketplace.

Previous positron emission tomography (PET) studies have consistently shown a negative association between striatal D(2/3) receptor availability and socially desirable responding (SDR). However, as SDR is a complex personality trait, the functional significance of this relationship is unclear. The aim of the present study was to determine whether the relationship between D(2/3) receptor availability and SDR reflects a tendency to present oneself positively to others, consistent with social conformity (impression management, IM), or the tendency to view one's own behavior positively (self-deceptive enhancement, SDE). Striatal D(2/3) receptor availability was assessed in 23 healthy volunteers using [(11)C]raclopride PET. SDR was assessed using the Lie scale of the revised Eysenck Personality Questionnaire, and IM and SDE were measured using the Paulhus Deception Scales. Analysis of personality variables revealed a positive relationship between Lie and log IM (r=0.64, p=0.01) but not Lie and SDE (r=-0.36, ns). Consistent with previous findings, Lie was negatively associated with D(2/3) receptor availability in the sensorimotor striatum (r=- 0.55, p=0.05), and a similar trend-level relationship was observed for log IM (r=-0.54 p=0.06) but not SDE (r=0.23, ns). Whilst these associations are modest, results suggest that striatal D(2/3) receptor availability may be particularly associated with social conformity, rather than self-deception.

Conformist social learning can have a pronounced impact on the cultural evolution of human societies, and it can shape both the genetic and cultural evolution of human social behavior more broadly. Conformist social learning is beneficial when the social learner and the demonstrators from whom she learns are similar in the sense that the same behavior is optimal for both. Otherwise, the social learner's optimum is likely to be rare among demonstrators, and conformity is costly. The trade-off between these two situations has figured prominently in the longstanding debate about the evolution of conformity, but the importance of the trade-off can depend critically on the flexibility of one's social learning strategy. We developed a gene-culture coevolutionary model that allows cognition to encode and process information about the similarity between naive learners and experienced demonstrators. Facultative social learning strategies that condition on perceived similarity evolve under certain circumstances. When this happens, facultative adjustments are often asymmetric. Asymmetric adjustments mean that the tendency to follow the majority when learners perceive demonstrators as similar is stronger than the tendency to follow the minority when learners perceive demonstrators as different. In an associated incentivized experiment, we found that social learners adjusted how they used social information based on perceived similarity, but adjustments were symmetric. The symmetry of adjustments completely eliminated the commonly assumed trade-off between cases in which learners and demonstrators share an optimum versus cases in which they do not. In a second experiment that maximized the potential for social learners to follow their preferred strategies, a few social learners exhibited an inclination to follow the majority. Most, however, did not respond systematically to social information. Additionally, in the complete absence of information about their similarity to demonstrators, social learners were unwilling to make assumptions about whether they shared an optimum with demonstrators. Instead, social learners simply ignored social information even though this was the only information available. Our results suggest that social cognition equips people to use conformity in a discriminating fashion that moderates the evolutionary trade-offs that would occur if conformist social learning was rigidly applied.

The dual hormone hypothesis, which centers on the interaction between testosterone and cortisol on social behavior, offers a compelling framework for examining the role of hormones on the neural correlates of adolescent peer conformity. Expanding on this hypothesis, the present study explored the interaction between testosterone and cortisol via hair concentrations on adolescents' conformity to peers. During fMRI, 136 adolescents (51 % female) ages 11-14 years (M = 12.32; SD = 0.6) completed a prosocial decision-making task. Participants chose how much of their time to donate to charity before and after observing a low- or high-prosocial peer. Conformity was measured as change in behavior pre- to post-observation. High testosterone with low cortisol was associated with greater conformity to high-prosocial peers but not low prosocial peers. Focusing on high prosocial peers, whole-brain analyses indicated greater activation post- vs. pre-observation as a function of high testosterone and low cortisol in regions implicated in social cognition, salience detection, and reward processing: pSTS/TPJ, insula, OFC, and caudate nucleus. Results highlight the relevance of hormones for understanding the neural correlates of adolescents' conformity to prosocial peers.

Women empowerment is effective in successful breastfeeding. Hence,identifying the relationship between psychosocial factors, such as acceptance of feminine norms, and empowerment can be beneficial in designing interventions.. Therefore, this study aimed to determine the relationship between breastfeeding empowerment and conformity to feminine norms.

Social influence affects us throughout our lives, shaping our attitudes, behaviors, and preferences. Thus, the current study aimed to examine whether key age groups (adolescence versus young adulthood) were associated with differences in neural correlates associated with processing social feedback and conformity (i.e., conflict detection, positive valuation, and mentalizing) among young men. We recruited 153 participants across 5 studies, who completed a social influence task during an fMRI scan. Overall, participants were more likely to conform by changing their ratings when misaligned with others, and adolescents were more likely to conform when misaligned (compared to aligned) with others compared to young adults. Further, we found that adolescents showed increased activity in mentalizing (TPJ, dmPFC) and positive valuation regions (VS, vmPFC), compared to young adults, in response to misalignment with others. In contrast, young adults showed increased activity in conflict detection regions (AI, dACC) when exposed to feedback that they were misaligned with others and when conforming to that feedback. Overall, our results offer initial evidence that adolescent and young adult men engage different neural processes when they find out they are misaligned with others and when conforming to the recommendations of others, and this difference appears to track with brain responses in conflict detection, mentalizing and value regions. DATA STATEMENT: Raw data and analysis codes are available upon request.

Adolescents often need to reconcile discrepancies between their own attitudes and those of their parents and peers, but the social contexts under which adolescents conform to the attitudes of others, or the neurocognitive processes underlying decisions to conform, remain unexplored. This fMRI study assessed the extent to which early adolescents (n = 39, ages 12-14) conform to their parents' and peers' conflicting attitudes toward different types of behavior (unconstructive and constructive) and in response to different types of influence (negative and positive). Overall, adolescents exhibited low rates of conformity, sticking with their pre-existing attitudes 65 % of the time. When they did conform, adolescents were more likely to conform to their peers' attitudes towards constructive than unconstructive behaviors, exhibiting decreased activation in the ventromedial prefrontal cortex, dorsal anterior cingulate cortex, insula, and inferior frontal gyrus during peer conformity toward constructive over unconstructive behaviors. Adolescents were also more likely to conform when their parents and peers endorsed relatively more positive influence than negative influence, exhibiting increased activation in the temporoparietal junction when considering conforming to negative over positive influence. These results highlight early adolescents' ability to stick with their own opinions when confronted with opposing attitudes and conform selectively based on the social context.

Background: Gender roles impact different spheres of life and lead women to behavioral patterns and lifestyle habits associated with femininity, generating important differences between men and women in health. The present study analyzed relationships between conformity to the feminine norms and different lifestyle indicators: Educational level, marital status, alcohol consumption, tobacco consumption, sleeping hours, social support, and physical activity. Additionally, cluster analysis was developed in order to identify different patterns of gender role conformity. Methods: The sample was made up of 347 women age 18-70 from Spain. Data collection was conducted during 2014. Results: Multiple logistic regression analyses produced odds ratios showing that women with lower feminine role conformity were more likely to use tobacco and alcohol, but less likely to share their lives with someone. Cluster analysis found four different profiles of gender role conformity related to different patterns of alcohol consumption and marital status. Conclusions: Conformity to feminine norms was associated with basic affective conditions such as sharing life with others and with alcohol and tobacco consumption, but not with physical activity, social support, and sleep duration. Whereas tobacco and alcohol use have important health implications, public health systems should pay attention to gender-related variables in order to design and implement specific prevention programs.

Empathy refers to the ability to recognise and share emotions with others. Several research groups have recognised observational fear in mice as a useful behavioural model for assessing their ability to empathise. However, in these observation systems, it remains unclear whether the observer mouse truly recognises the movements of, and empathises with, the demonstrator mouse. We examined changes in the behaviour of an observer mouse when a demonstrator mouse was anaesthetised, when the demonstrator's activity was increased, and when the interval of electrical stimulation was altered. If mice exhibit an ability to empathise, then the observer should display empathic behaviour when the demonstrator experiences pain or discomfort under any circumstances.