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Social nudges: utility conferred from others

Nature Neuroscience volume 18, pages 791–792 (2015)Cite this article

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Observing the choices of others adds utility to the chosen option. The additional utility conferred by others' choices is encoded by the ventromedial prefrontal cortex and explains the idiosyncratic effects of social influence.

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Figure 1: Individuals vary in their willingness to choose risky options.

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Authors and Affiliations

  1. David V. Smith and Mauricio R. Delgado are in the Department of Psychology, Rutgers University, Newark, New Jersey, USA.,

    David V Smith & Mauricio R Delgado

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  1. David V Smith
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  2. Mauricio R Delgado
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Correspondence to Mauricio R Delgado.

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Smith, D., Delgado, M. Social nudges: utility conferred from others. Nat Neurosci 18, 791–792 (2015). https://doi.org/10.1038/nn.4031

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