2018•Socio-Environmental Systems ModelingOpen access
The Subjective Value of Popularity: a Neural Account of Socially Informed Functional Value and Social Value
P.G. Goedegebure, Irene Tijssen, Laura Nynke van der Laan, J.C.M. van Trijp
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Abstract
The current study examines how popularity affects behaviour through inferences and neural correlates of functional value, social value, and reward value. In a fMRI and behavioural study this research demonstrates that a single popularity cue evokes different types of value, that influence behaviour dependent upon consumers’ focus.