Hu Yunsong, Ma Baojun, Jin Jia
Key Laboratory of Brain-Machine Intelligence for Information Behavior (Ministry of Education and Shanghai), School of Business and Management, Shanghai International Studies University, Shanghai 201620, China.
Key Laboratory of Brain-Machine Intelligence for Information Behavior (Ministry of Education and Shanghai), School of Business and Management, Shanghai International Studies University, Shanghai 201620, China
J Neurosci. 2025 Aug 6;45(32):e0073252025. doi: 10.1523/JNEUROSCI.0073-25.2025.
The endogenous aspect of social influence, reflected in the spontaneous alignment of behaviors within close social relationships, plays a crucial role in understanding human social behavior. In two studies involving 222 human subjects (Study 1: = 175, 106 females; Study 2: = 47, 33 females), we used a longitudinal behavioral study and a naturalistic stimuli neuroimaging study to investigate the endogenous consumer behavior similarities and their neural basis in real-world social networks. The findings reveal that friends, compared with nonfriends, exhibit higher similarity in product evaluation, which undergoes dynamic changes as the structure of social networks changes. Both neuroimaging and meta-analytic decoding results indicate that friends exhibit heightened neural synchrony, which is linked to cognitive functions such as object perception, attention, memory, social judgment, and reward processing. Stacking machine learning-based predictive models demonstrate that the functional connectivity maps of brain activity can predict the purchase intention of their friends or their own rather than strangers. Based on the significant neural similarity which exists among individuals in close relationships within authentic social networks, the current study reveals the predictive capacity of neural activity in predicting the behavior of friends.
社会影响的内生性方面，体现在亲密社会关系中行为的自发趋同，在理解人类社会行为方面起着关键作用。在两项涉及222名人类受试者的研究中（研究1：n = 175，106名女性；研究2：n = 47，33名女性），我们采用纵向行为研究和自然刺激神经成像研究，来探究现实世界社交网络中内生性消费者行为的相似性及其神经基础。研究结果显示，与非朋友相比，朋友在产品评价上表现出更高的相似性，并且随着社交网络结构的变化，这种相似性会发生动态变化。神经成像和元分析解码结果均表明，朋友之间表现出更强的神经同步性，这与诸如物体感知、注意力、记忆、社会判断和奖励处理等认知功能相关。基于机器学习的预测模型表明，大脑活动的功能连接图谱能够预测其朋友或自身而非陌生人的购买意愿。基于真实社交网络中亲密关系个体间存在的显著神经相似性，本研究揭示了神经活动在预测朋友行为方面的预测能力。
