Neural computations underpinning the strategic management of influence in advice giving

Uri Hertz (), Stefano Palminteri, Silvia Brunetti, Cecilie Olesen, Chris D Frith and Bahador Bahrami
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Uri Hertz: University College London
Stefano Palminteri: Institut National de la Santé et de la Recherche Médicale
Silvia Brunetti: University College London
Cecilie Olesen: University College London
Chris D Frith: University College London
Bahador Bahrami: University College London

Nature Communications, 2017, vol. 8, issue 1, 1-12

Abstract: Abstract Research on social influence has focused mainly on the target of influence (e.g., consumer and voter); thus, the cognitive and neurobiological underpinnings of the source of the influence (e.g., politicians and salesmen) remain unknown. Here, in a three-sided advice-giving game, two advisers competed to influence a client by modulating their own confidence in their advice about which lottery the client should choose. We report that advisers’ strategy depends on their level of influence on the client and their merit relative to one another. Moreover, blood-oxygenation-level-dependent (BOLD) signal in the temporo-parietal junction is modulated by adviser’s current level of influence on the client, and relative merit prediction error affects activity in medial-prefrontal cortex. Both types of social information modulate ventral striatum response. By demonstrating what happens in our mind and brain when we try to influence others, these results begin to explain the biological mechanisms that shape inter-individual differences in social conduct.

Date: 2017
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DOI: 10.1038/s41467-017-02314-5

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