AI Summary
When people are being observed, they tend to conform to the preferences of those in higher social positions. This study used a preference rating task to investigate how individual preferences were influenced by others' preferences, and found that participants were more likely to change their preferences to match a superior partner in a public context compared to a private context. The study also identified specific regions of the brain, such as the medial prefrontal cortex, that were involved in the increased conformity to social hierarchy under observation.
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