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How the Opinion ofOthers Affects OurValuation of Objects Daniel Campbell-MeiklejohnDominik R. BachAndreas Roepstorff2010 год

How the Opinion of Others Affects Our Valuation of Objects
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Аннотация: The opinions of others can easily affect how much we value things. We investigated what happens in our brain when we agree with others about the value of an object and whether or not there is evidence, at the neural level, for social conformity through which we change object valuation. Using functional magnetic resonance imaging we independently modeled (1) learning reviewer opinions about a piece of music, (2) reward value while receiving a token for that music, and (3) their interaction in 28 healthy adults. We show that agreement with two “expert” reviewers on music choice produces activity in a region of ventral striatum that also responds when receiving a valued object. It is known that the magnitude of activity in the ventral striatum reflects the value of reward-predicting stimuli [1Knutson B. Taylor J. Kaufman M. Peterson R. Glover G. Distributed neural representation of expected value.J. Neurosci. 2005; 25: 4806-4812Crossref PubMed Scopus (703) Google Scholar, 2Hare T.A. O'Doherty J. Camerer C.F. Schultz W. Rangel A. Dissociating the role of the orbitofrontal cortex and the striatum in the computation of goal values and prediction errors.J. Neurosci. 2008; 28: 5623-5630Crossref PubMed Scopus (600) Google Scholar, 3Breiter H.C. Aharon I. Kahneman D. Dale A. Shizgal P. Functional imaging of neural responses to expectancy and experience of monetary gains and losses.Neuron. 2001; 30: 619-639Abstract Full Text Full Text PDF PubMed Scopus (1027) Google Scholar, 4Galvan A. Hare T.A. Davidson M. Spicer J. Glover G. Casey B.J. The role of ventral frontostriatal circuitry in reward-based learning in humans.J. Neurosci. 2005; 25: 8650-8656Crossref PubMed Scopus (169) Google Scholar, 5Tobler P.N. Fletcher P.C. Bullmore E.T. Schultz W. Learning-related human brain activations reflecting individual finances.Neuron. 2007; 54: 167-175Abstract Full Text Full Text PDF PubMed Scopus (61) Google Scholar, 6Nieuwenhuis S. Heslenfeld D.J. von Geusau N.J. Mars R.B. Holroyd C.B. Yeung N. Activity in human reward-sensitive brain areas is strongly context dependent.Neuroimage. 2005; 25: 1302-1309Crossref PubMed Scopus (217) Google Scholar, 7Kable J.W. Glimcher P.W. The neural correlates of subjective value during intertemporal choice.Nat. Neurosci. 2007; 10: 1625-1633Crossref PubMed Scopus (1282) Google Scholar, 8Fliessbach K. Weber B. Trautner P. Dohmen T. Sunde U. Elger C.E. Falk A. Social comparison affects reward-related brain activity in the human ventral striatum.Science. 2007; 318: 1305-1308Crossref PubMed Scopus (392) Google Scholar]. We show that social influence on the value of an object is associated with the magnitude of the ventral striatum response to receiving it. This finding provides clear evidence that social influence mediates very basic value signals in known reinforcement learning circuitry [9Pessiglione M. Seymour B. Flandin G. Dolan R.J. Frith C.D. Dopamine-dependent prediction errors underpin reward-seeking behaviour in humans.Nature. 2006; 442: 1042-1045Crossref PubMed Scopus (1023) Google Scholar, 10Berns G.S. McClure S.M. Pagnoni G. Montague P.R. Predictability modulates human brain response to reward.J. Neurosci. 2001; 21: 2793-2798PubMed Google Scholar, 11McClure S.M. Berns G.S. Montague P.R. Temporal prediction errors in a passive learning task activate human striatum.Neuron. 2003; 38: 339-346Abstract Full Text Full Text PDF PubMed Scopus (714) Google Scholar, 12O'Doherty J. Dayan P. Schultz J. Deichmann R. Friston K. Dolan R.J. Dissociable roles of ventral and dorsal striatum in instrumental conditioning.Science. 2004; 304: 452-454Crossref PubMed Scopus (1524) Google Scholar]. Influence at such a low level could contribute to rapid learning and the swift spread of values throughout a population.
Год издания: 2010
Авторы: Daniel Campbell-Meiklejohn, Dominik R. Bach, Andreas Roepstorff, Raymond J. Dolan, Chris Frith
Издательство: Elsevier BV
Источник: Current Biology
Ключевые слова: Neural and Behavioral Psychology Studies, Neuroscience and Music Perception, Neural dynamics and brain function
Другие ссылки: Current Biology (PDF)
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OPAL (Open@LaTrobe) (La Trobe University) (PDF)
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Sussex Research Online (University of Sussex) (PDF)
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