In the quest to fit in, we sometimes lose our true selves, getting swept up in “herd mentality” — following the crowd, even when it goes against our own compass. Humans are inherently social beings, ...

What causes individuals to conform to the opinions and judgments of others? Why do they need to? When is it an advantage to merge with the group and when is it not? Investigating the social, ...

Researchers have characterized brain activity that occurs when we are socially influenced to change our minds. The study shows how the brain distinguishes between different types of social conformity ...

People living in different communities follow different social customs or norms. In some places, for instance, it might be standard practice to greet each person you see on the street, while in others ...

Two historically separate lines of research on social versus non-social decision making are converging in a focus on neural value computations. These value signals may reflect neural mechanisms that ...