Researchers show what happens in the human brain when we try to influence other people or when we ourselves are influenced by others. When people change their opinion after they have received ...

Researchers led by Ali Mahmoodi at the University of Freiburg in Germany have characterized brain activity that occurs when we are socially influenced to change our minds. Publishing in PLOS Biology ...

Consumer decisions are profoundly shaped by social contexts in which individuals seek acceptance, validation and accurate information. Social influence manifests through direct interactions with peers ...