UNIST, analysis of the impact of the presence of others on decision-making
Connectivity between brain TPJ and mPFC regions increased… Be good at reflecting other people’s tendencies
It was found that people who better reflect other people’s tendencies in their decision-making have higher connectivity between specific parts of the brain.
The Ulsan National Institute of Science and Technology (UNIST) announced on the 28th that Professor Jeong Dong-il’s team in the Department of Biomedical Engineering announced the results of a study that analyzed the effects of the presence of others on individual decision-making through neuroscience.
Research shows that people adjust their decisions depending on whether observers are risk-averse or risk-averse. This is a result that overturns the prevailing academic opinion that the presence of others strengthens risk-preferred choices.
In addition, people who better reflect the tendencies of others in their decision-making were found to have higher functional connectivity between the temporoparietal junction and the medial prefrontal cortex. Functional connectivity refers to a relationship in which different areas of the brain are activated simultaneously and work cooperatively when performing a specific task.
The research team conducted three stages of experiments with 43 participants.
In the first stage, participants’ risk preference is measured by playing a game in which they choose between a safe option where they receive a certain amount of money with a 100% probability and a risky option where they receive a different amount of money with a set probability (25%, 50%, 75%). did it
The second stage is where participants learn their partner’s tendencies. One partner is risk-loving and the other is risk-averse, and participants infer their partner’s choices without prior information and learn from feedback.
In the final third stage, the same game as stage 1 was played in the presence of a risk-averse or risk-averse partner, respectively, or in the absence of a risk-averse partner. Stages 1 and 3 of the experiment were conducted in functional MRI (fMRI), which can analyze brain active areas.
As a result of the experiment, participants tended to choose more risky options when the observer was risk-loving, and safer options when the observer was risk-averse compared to when there was no observer. The participants showed behavior similar to the observer’s tendency.
By analyzing the fMRI results, the research team found that the medial prefrontal cortex area was activated when conscious of the presence of an observer and when making decisions, and the temporoparietal junction area was activated during the decision-making stage.
Additionally, compared to situations in which people made decisions alone without an observer, people whose functional connectivity between the two areas increased when there was an observer, reflected the tendencies of others more in their decision-making.
The medial prefrontal cortex and the temporoparietal junction are both areas also called the ‘social brain’.
Professor Jeong Dong-il explained, “This study suggests that although preferences, which are the essence of people, cannot be
This study was published on October 29 in eLife, an international academic journal in the field of life. The research was conducted with support from the National Research Foundation of Korea and the Korea Brain Research Institute.
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How does the presence of others influence individual risk preferences during decision-making?
Time.news Interview: The Social Brain and Decision-Making in the Presence of Others
Editor: Good morning, and welcome to another edition of Time.news. Today, we’re diving into some fascinating research conducted by UNIST, exploring how the presence of others influences our decision-making processes. Joining us is Professor Jeong Dong-il from the Department of Biomedical Engineering at UNIST. Professor Jeong, thank you for being here.
Professor Jeong: Thank you for having me!
Editor: Your recent study reveals some intriguing findings about brain connectivity and decision-making. Could you summarize the key insights for our audience?
Professor Jeong: Absolutely! Our study demonstrated that individuals adjust their decision-making based on the risk preferences of those around them. Contrary to the common belief that people tend to take more risks in social situations, our research showed that individuals are more likely to choose safer options when they are with someone who is risk-averse. This reflects the influence of social context on personal choices.
Editor: That’s quite a revelation! What led you to investigate the specific brain areas involved in this phenomenon?
Professor Jeong: We focused on the medial prefrontal cortex and the temporoparietal junction—regions that are known as the “social brain.” These areas are crucial for understanding others’ perspectives and are activated when individuals make decisions with social considerations in mind. By using functional MRI (fMRI), we were able to observe how these areas interact during decision-making tasks.
Editor: It sounds like your experiment was quite comprehensive. Can you explain the three stages participants went through in your study?
Professor Jeong: Certainly! In the first stage, we measured the participants’ risk preferences through a simple game where they had to choose between safe and risky options. In the second stage, participants learned about their partner’s risk tendencies—whether their partner was risk-loving or risk-averse—based on their choices and feedback. in the third stage, participants played the same decision-making game again but this time in the presence of the risk-preferential or risk-averse partner. We wanted to see how their decisions were affected by their partner’s perceived tendencies.
Editor: That’s a rigorous approach! What were some key behavioral findings from your experiment?
Professor Jeong: We found that when participants were observed by a risk-loving partner, they tended to opt for riskier choices, whereas they leaned towards safer options when the observer was risk-averse. This indicates a significant level of social influence on decision-making. Additionally, participants who displayed higher functional connectivity between the medial prefrontal cortex and the temporoparietal junction were better at reflecting the tendencies of their observer in their decisions.
Editor: It’s fascinating to see how our brains are wired to connect with others socially. How do you think these findings could impact future research or practical applications in fields like behavioral economics or social psychology?
Professor Jeong: Our findings could have important implications in various fields. For instance, understanding how social presence shapes decision-making can inform strategies in marketing, negotiations, and even public policy. It also opens up avenues for further research into how social dynamics affect decision outcomes across different contexts, such as teamwork, leadership, or even parenting.
Editor: That sounds promising! Before we conclude, is there any final thought you’d like to share regarding the implications of your research?
Professor Jeong: I believe our study highlights the complexity of human decision-making. While personal preferences are fundamental, the social environment significantly shapes our choices. It reminds us that we are inherently social beings and that our connections with others influence us more than we often realize.
Editor: Thank you, Professor Jeong, for sharing your insights and the fascinating results of your research today. We look forward to seeing how your work progresses and impacts the understanding of decision-making in social contexts.
Professor Jeong: Thank you for having me! It was a pleasure to discuss this important aspect of human behavior.
Editor: And thank you to our viewers for joining us in this enlightening conversation. Stay tuned for more updates on groundbreaking research impacting our understanding of the human experience.