Neural mechanisms of the influence of popularity on adolescent ratings of music.
Neural mechanisms of the influence of popularity on adolescent ratings of music.
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DOI：
10.1016/j.neuroimage.2009.10.070
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发表时间：
2010-02-01
期刊：
影响因子：
5.7
通讯作者：
Noussair, Charles
中科院分区：
文献类型：
--
作者：
Berns, Gregory S.;Capra, C. Monica;Moore, Sara;Noussair, Charles
众所周知，社会影响会影响消费决策。我们使用功能磁共振成像(FMRI)来阐明与社会影响有关的神经机制，涉及到一种常见的消费品：音乐。我们的研究人群是12-17岁的青少年。音乐在这个年龄段是常见的购买行为，人们普遍认为青少年的行为受到他们参考群体中受欢迎程度的影响。使用MySpace.com上15秒的歌曲片段，我们获得了对这些歌曲的偏好和神经生物学反应的行为测量。收集的数据包括这首歌的总体受欢迎程度和没有显示的数据。歌曲受欢迎程度对受试者的歌曲喜好程度有显著影响。功能磁共振成像结果显示，参与者的评分与尾状核的活动之间存在很强的相关性，该区域以前与奖励驱动的行为有关。改变一个人对一首歌的评价的倾向与前脑岛和前扣带回的激活呈正相关，这两个区域与生理唤醒和负面情感状态相关。对受欢迎程度的敏感性与中回较低的激活水平有关，这表明音乐语义加工的深度较低。我们的结果表明，受欢迎程度影响消费者选择的一个主要机制是通过自己的偏好与他人的偏好不匹配而产生的焦虑。这种错配焦虑促使人们改变他们的选择，朝着共识的方向前进。我们的数据表明，这是在一些青少年的音乐品味中观察到的一致性背后的主要力量。
It is well-known that social influences affect consumption decisions. We used functional magnetic resonance imaging (fMRI) to elucidate the neural mechanisms associated with social influence with regard to a common consumer good: music. Our study population was adolescents, age 12–17. Music is a common purchase in this age group, and it is widely believed that adolescent behavior is influenced by perceptions of popularity in their reference group. Using 15-second clips of songs from MySpace.com, we obtained behavioral measures of preferences and neurobiological responses to the songs. The data were gathered with, and without, the overall popularity of the song revealed. Song popularity had a significant effect on the participants’ likability ratings of the songs. fMRI results showed a strong correlation between the participants’ rating and activity in the caudate nucleus, a region previously implicated in reward-driven actions. The tendency to change one’s evaluation of a song was positively correlated with activation in the anterior insula and anterior cingulate, two regions that are associated with physiological arousal and negative affective states. Sensitivity to popularity was linked to lower activation levels in the middle temporal gyrus, suggesting a lower depth of musical semantic processing. Our results suggest that a principal mechanism whereby popularity ratings affect consumer choice is through the anxiety generated by the mismatch between one’s own preferences and others’. This mismatch anxiety motivates people to switch their choices in the direction of the consensus. Our data suggest that this is a major force behind the conformity observed in music tastes in some teenagers.
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影响因子：
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作者：
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影响因子：
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DOI：
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发表时间：
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期刊：
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影响因子：
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