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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.

Other individuals can profoundly influence our decisions. From purchasing a new car to ordering lunch at a restaurant, our knowledge of what others chose in similar situations affects our own choices. These social nudges can shape the courses of our lives, leading us to make better or worse decisions. For example, when having lunch with friends, you may have a desire to order the bacon cheeseburger but you may conform to a healthier salad option if that is what your friends order. Although psychologists have long recognized the importance of conformity, it remains unclear why some individuals are more likely to conform.

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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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The authors declare no competing financial interests.

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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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