To conform or not to conform: spontaneous conformity diminishes the sensitivity to monetary outcomes.

When people have different opinions in a group, they often adjust their own attitudes and behaviors to match the group opinion, known as social conformity. The affiliation account of normative conformity states that people conform to norms in order to 'fit in', whereas the accuracy account...

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Autores principales:	Rongjun Yu, Sai Sun
Formato:	article
Lenguaje:	EN
Publicado:	Public Library of Science (PLoS) 2013
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/b196688af8ac46e2850a14f84c46977d
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id	oai:doaj.org-article:b196688af8ac46e2850a14f84c46977d
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spelling	oai:doaj.org-article:b196688af8ac46e2850a14f84c46977d2021-11-18T07:45:15ZTo conform or not to conform: spontaneous conformity diminishes the sensitivity to monetary outcomes.1932-620310.1371/journal.pone.0064530https://doaj.org/article/b196688af8ac46e2850a14f84c46977d2013-01-01T00:00:00Zhttps://www.ncbi.nlm.nih.gov/pmc/articles/pmid/23691242/?tool=EBIhttps://doaj.org/toc/1932-6203When people have different opinions in a group, they often adjust their own attitudes and behaviors to match the group opinion, known as social conformity. The affiliation account of normative conformity states that people conform to norms in order to 'fit in', whereas the accuracy account of informative conformity posits that the motive to learn from others produces herding. Here, we test another possibility that following the crowd reduces the experienced negative emotion when the group decision turns out to be a bad one. Using event related potential (ERP) combined with a novel group gambling task, we found that participants were more likely to choose the option that was predominately chosen by other players in previous trials, although there was little explicit normative pressure at the decision stage and group choices were not informative. When individuals' choices were different from others, the feedback related negativity (FRN), an ERP component sensitive to losses and errors, was enhanced, suggesting that being independent is aversive. At the outcome stage, the losses minus wins FRN effect was significantly reduced following conformity choices than following independent choices. Analyses of the P300 revealed similar patterns both in the response and outcome period. Our study suggests that social conformity serves as an emotional buffer that protects individuals from experiencing strong negative emotion when the outcomes are bad.Rongjun YuSai SunPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 8, Iss 5, p e64530 (2013)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Rongjun Yu Sai Sun To conform or not to conform: spontaneous conformity diminishes the sensitivity to monetary outcomes.
description	When people have different opinions in a group, they often adjust their own attitudes and behaviors to match the group opinion, known as social conformity. The affiliation account of normative conformity states that people conform to norms in order to 'fit in', whereas the accuracy account of informative conformity posits that the motive to learn from others produces herding. Here, we test another possibility that following the crowd reduces the experienced negative emotion when the group decision turns out to be a bad one. Using event related potential (ERP) combined with a novel group gambling task, we found that participants were more likely to choose the option that was predominately chosen by other players in previous trials, although there was little explicit normative pressure at the decision stage and group choices were not informative. When individuals' choices were different from others, the feedback related negativity (FRN), an ERP component sensitive to losses and errors, was enhanced, suggesting that being independent is aversive. At the outcome stage, the losses minus wins FRN effect was significantly reduced following conformity choices than following independent choices. Analyses of the P300 revealed similar patterns both in the response and outcome period. Our study suggests that social conformity serves as an emotional buffer that protects individuals from experiencing strong negative emotion when the outcomes are bad.
format	article
author	Rongjun Yu Sai Sun
author_facet	Rongjun Yu Sai Sun
author_sort	Rongjun Yu
title	To conform or not to conform: spontaneous conformity diminishes the sensitivity to monetary outcomes.
title_short	To conform or not to conform: spontaneous conformity diminishes the sensitivity to monetary outcomes.
title_full	To conform or not to conform: spontaneous conformity diminishes the sensitivity to monetary outcomes.
title_fullStr	To conform or not to conform: spontaneous conformity diminishes the sensitivity to monetary outcomes.
title_full_unstemmed	To conform or not to conform: spontaneous conformity diminishes the sensitivity to monetary outcomes.
title_sort	to conform or not to conform: spontaneous conformity diminishes the sensitivity to monetary outcomes.
publisher	Public Library of Science (PLoS)
publishDate	2013
url	https://doaj.org/article/b196688af8ac46e2850a14f84c46977d
work_keys_str_mv	AT rongjunyu toconformornottoconformspontaneousconformitydiminishesthesensitivitytomonetaryoutcomes AT saisun toconformornottoconformspontaneousconformitydiminishesthesensitivitytomonetaryoutcomes
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To conform or not to conform: spontaneous conformity diminishes the sensitivity to monetary outcomes.

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