Journal
ANNUAL REVIEW OF PSYCHOLOGY, VOL 69
Volume 69, Issue -, Pages 329-356Publisher
ANNUAL REVIEWS
DOI: 10.1146/annurev-psych-122216-011821
Keywords
persuasion; social influence; communication; value; neuroscience; fMRI
Categories
Funding
- NATIONAL CANCER INSTITUTE [R01CA180015] Funding Source: NIH RePORTER
- NATIONAL INSTITUTE ON DRUG ABUSE [DP2DA035156] Funding Source: NIH RePORTER
- NCI NIH HHS [R01 CA180015] Funding Source: Medline
- NIDA NIH HHS [DP2 DA035156] Funding Source: Medline
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Opportunities to persuade and be persuaded are ubiquitous. What determines whether influence spreads and takes hold? This review provides an overview of evidence for the central role of subjective valuation in persuasion and social influence for both propagators and receivers of influence. We first review evidence that decisions to communicate information are determined by the subjective value a communicator expects to gain from sharing. We next review evidence that the effects of social influence and persuasion on receivers, in turn, arise from changes in the receiver's subjective valuation of objects, ideas, and behaviors. We then review evidence that self-related and social considerations are two key inputs to the value calculation in both communicators and receivers. Finally, we highlight biological coupling between communicators and receivers as a mechanism through which perceptions of value can be transmitted.
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