Celebrating Autism: The Power of Positive Deviance
Our inherent tendency to conform to societal norms shapes our behaviors and decisions, influencing various aspects of our lives. This propensity to conform has profound effects, from healthcare professionals adhering to incorrect vital signs to the tragic consequences of silent adherence to dangerous conditions, as seen in events like the Challenger disaster. Understanding the neural underpinnings of conformity not only helps decipher our social behaviors but also sheds light on the mechanisms that drive individuals to conform against their better judgment.
Recent neuroscientific studies have unraveled the intricate neural processes that govern conformity. Specific brain regions, such as the posterior medial frontal cortex, play a pivotal role in regulating our adherence to group norms. Suppressing these regions has been shown to increase the likelihood of individuals going against the crowd, emphasizing the profound impact of neural circuitry on our inclination to conform (Stallen and Sanfey, 2015; Klucharev et al., 2011).
A growing body of evidence suggests that conformity recruits neural signals akin to those involved in reinforcement learning. Studies, such as Klucharev et al. (2009), demonstrate that exposure to group judgments influences individual opinions, with neural activity in the rostral cingulate zone and the nucleus accumbens reflecting the processing of conflict and the expectation of reward, respectively. These neural signals predict and influence conformity, highlighting the intricate interplay between brain regions in shaping social behaviors (Campbell-Meiklejohn et al., 2010; Deuker et al., 2013; Lohrenz et al., 2013).
The medial prefrontal cortex, a key player in behavioral adjustments following positive or negative outcomes, has been found to encode both conformity toward liked groups and behavioral adjustments away from disliked groups. Transcranial magnetic stimulation (TMS) studies confirm the critical role of the posterior medial prefrontal cortex in conformity, further establishing the neurobiological basis of this complex social phenomenon (Klucharev et al., 2011).
Neuroscience provides a unique lens for adjudicating between competing psychological theories regarding the reasons behind conformity. Studies utilizing fMRI and EEG techniques reveal that conformity can impact basic cognitive processing, modifying low-level perceptual processes and influencing early visual brain signals (Berns et al., 2005; Trautmann-Lengsfeld and Herrmann, 2013, 2014).
Neuroimaging research explores whether the opinions of others can genuinely change individuals' true preferences. Activity in the striatum and ventromedial prefrontal cortex, associated with reward processing and encoding subjective value, is heightened when individuals are exposed to stimuli rated popular by peers. This line of research distinguishes true conformity from mere public compliance, providing valuable insights into the neural representation of value associated with specific stimuli (Mason et al., 2009; Klucharev et al., 2009; Campbell-Meiklejohn et al., 2010; Zaki et al., 2011).
The neuroscientific exploration of conformity not only unveils the intricate neural circuitry that governs our inclination to conform but also offers a powerful tool for validating and extending psychological theories. This research opens avenues for understanding the nuances of human behavior, offering a deeper appreciation of the forces that drive individuals to conform, even when it goes against their better judgment. As we continue to delve into the neurobiology of conformity, the potential applications of this knowledge extend beyond the laboratory, promising profound insights into societal dynamics and human decision-making processes.
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