Lonely Individuals Process the World in Idiosyncratic Ways.

Loneliness is detrimental to well-being and is often accompanied by self-reported feelings of not being understood by other people. What contributes to such feelings in lonely people? We used functional MRI of 66 first-year university students to unobtrusively measure the relative alignment of people's mental processing of naturalistic stimuli and tested whether lonely people actually process the world in idiosyncratic ways. We found evidence for such idiosyncrasy: Lonely individuals' neural responses were dissimilar to those of their peers, particularly in regions of the default-mode network in which similar responses have been associated with shared perspectives and subjective understanding. These relationships persisted when we controlled for demographic similarities, objective social isolation, and individuals' friendships with each other. Our findings raise the possibility that being surrounded by people who see the world differently from oneself, even if one is friends with them, may be a risk factor for loneliness.

Being the Gatekeeper: How Thinking about Sharing Affects Neural Encoding of Information.

Information transmission in a society depends on individuals' intention to share or not. Yet, little is known about whether being the gatekeeper shapes the brain's processing of incoming information. Here, we examine how thinking about sharing affects neural encoding of information, and whether this effect is moderated by the person's real-life social network position. In an functional magnetic resonance imaging study, participants rated abstracts of news articles on how much they wanted to read for themselves (read) or-as information gatekeepers-to share with a specific other (narrowcast) or to post on their social media feed (broadcast). In all conditions, consistent spatial blood oxygen level-dependent patterns associated with news articles were observed across participants in brain regions involved in perceptual and language processing as well as higher-order processes. However, when thinking about sharing, encoding consistency decreased in higher-order processing areas (e.g., default mode network), suggesting that the gatekeeper role involves more individualized processing in the brain, that is, person- and context-specific. Moreover, participants whose social networks had high ego-betweenness centrality (i.e., more likely to be information gatekeeper in real life) showed more individualized encoding when thinking about broadcasting. This study reveals how gatekeeping shapes our brain's processing of incoming information.

A neural model of valuation and information virality.

Information sharing is an integral part of human interaction that serves to build social relationships and affects attitudes and behaviors in individuals and large groups. We present a unifying neurocognitive framework of mechanisms underlying information sharing at scale (virality). We argue that expectations regarding self-related and social consequences of sharing (e.g., in the form of potential for self-enhancement or social approval) are integrated into a domain-general value signal that encodes the value of sharing a piece of information. This value signal translates into population-level virality. In two studies (n = 41 and 39 participants), we tested these hypotheses using functional neuroimaging. Neural activity in response to 80 New York Times articles was observed in theory-driven regions of interest associated with value, self, and social cognitions. This activity then was linked to objectively logged population-level data encompassing n = 117,611 internet shares of the articles. In both studies, activity in neural regions associated with self-related and social cognition was indirectly related to population-level sharing through increased neural activation in the brain's value system. Neural activity further predicted population-level outcomes over and above the variance explained by article characteristics and commonly used self-report measures of sharing intentions. This parsimonious framework may help advance theory, improve predictive models, and inform new approaches to effective intervention. More broadly, these data shed light on the core functions of sharing-to express ourselves in positive ways and to strengthen our social bonds.

The Value of Sharing Information: A Neural Account of Information Transmission.

Humans routinely share information with one another. What drives this behavior? We used neuroimaging to test an account of information selection and sharing that emphasizes inherent reward in self-reflection and connecting with other people. Participants underwent functional MRI while they considered personally reading and sharing New York Times articles. Activity in neural regions involved in positive valuation, self-related processing, and taking the perspective of others was significantly associated with decisions to select and share articles, and scaled with preferences to do so. Activity in all three sets of regions was greater when participants considered sharing articles with other people rather than selecting articles to read themselves. The findings suggest that people may consider value not only to themselves but also to others even when selecting news articles to consume personally. Further, sharing heightens activity in these pathways, in line with our proposal that humans derive value from self-reflection and connecting to others via sharing.

Brain connectivity during social exclusion differs depending on the closeness within a triad among older adults living in a village.

Social exclusion occurs in various types of social relationships, from anonymous others to close friends. However, the role that social relationships play in social exclusion is less well known because most paradigms investigating social exclusion have been done in laboratory contexts, without considering the features of individuals' real-world social relationships. Here, we addressed this gap by examining how pre-existing social relationships with rejecters may influence the brain response of individuals experiencing social exclusion. Eighty-eight older adults living in a rural village visited the laboratory with two other participants living in the same village and played Cyberball in an Magnetic Resonance Imaging scanner. Utilizing whole-brain connectome-based predictive modeling, we analyzed functional connectivity (FC) data obtained during the social exclusion task. First, we found that the level of self-reported distress during social exclusion was significantly related to sparsity, i.e. lack of closeness, within a triad. Furthermore, the sparsity was significantly predicted by the FC model, demonstrating that a sparse triadic relationship was associated with stronger connectivity patterns in brain regions previously implicated in social pain and mentalizing during Cyberball. These findings extend our understanding of how real-world social intimacy and relationships with excluders affect neural and emotional responses to social exclusion.

Shared understanding and social connection: Integrating approaches from social psychology, social network analysis, and neuroscience.

Meaningfully connecting with others is critical to the well-being of individuals. What phenomena contribute to and stem from social connection? In this paper, we integrate emerging work that uses neuroimaging and social network analysis with theories that explore the links between shared reality and social connection. We highlight recent work suggesting that the extent to which people have aligned mental processing and shared subjective construals to those around them-as shown by neural similarity-is associated with both objective and subjective social connection. On the other hand, idiosyncrasies are linked to difficulties with social connection. We conclude by suggesting how the links between shared understanding and social connection can be productively used as a framework to study psychosocial phenomena of interest.

Personality similarity predicts synchronous neural responses in fMRI and EEG data.

Successful communication and cooperation among different members of society depends, in part, on a consistent understanding of the physical and social world. What drives this alignment in perspectives? We present evidence from two neuroimaging studies using functional magnetic resonance imaging (fMRI; N = 66 with 2145 dyadic comparisons) and electroencephalography (EEG; N = 225 with 25,200 dyadic comparisons) to show that: (1) the extent to which people's neural responses are synchronized when viewing naturalistic stimuli is related to their personality profiles, and (2) that this effect is stronger than that of similarity in gender, ethnicity and political affiliation. The localization of the fMRI results in combination with the additional eye tracking analyses suggest that the relationship between personality similarity and neural synchrony likely reflects alignment in the interpretation of stimuli and not alignment in overt visual attention. Together, the findings suggest that similarity in psychological dispositions aligns people's reality via shared interpretations of the external world.

In-degree centrality in a social network is linked to coordinated neural activity.

Convergent processing of the world may be a factor that contributes to social connectedness. We use neuroimaging and network analysis to investigate the association between the social-network position (as measured by in-degree centrality) of first-year university students and their neural similarity while watching naturalistic audio-visual stimuli (specifically, videos). There were 119 students in the social-network study; 63 of them participated in the neuroimaging study. We show that more central individuals had similar neural responses to their peers and to each other in brain regions that are associated with high-level interpretations and social cognition (e.g., in the default mode network), whereas less-central individuals exhibited more variable responses. Self-reported enjoyment of and interest in stimuli followed a similar pattern, but accounting for these data did not change our main results. These findings show that neural processing of external stimuli is similar in highly-central individuals but is idiosyncratic in less-central individuals.

Social network analysis for social neuroscientists.

Although social neuroscience is concerned with understanding how the brain interacts with its social environment, prevailing research in the field has primarily considered the human brain in isolation, deprived of its rich social context. Emerging work in social neuroscience that leverages tools from network analysis has begun to advance knowledge of how the human brain influences and is influenced by the structures of its social environment. In this paper, we provide an overview of key theory and methods in network analysis (especially for social systems) as an introduction for social neuroscientists who are interested in relating individual cognition to the structures of an individual's social environments. We also highlight some exciting new work as examples of how to productively use these tools to investigate questions of relevance to social neuroscientists. We include tutorials to help with practical implementations of the concepts that we discuss. We conclude by highlighting a broad range of exciting research opportunities for social neuroscientists who are interested in using network analysis to study social systems.

Activity in the brain's valuation and mentalizing networks is associated with propagation of online recommendations.

Word of mouth recommendations influence a wide range of choices and behaviors. What takes place in the mind of recommendation receivers that determines whether they will be successfully influenced? Prior work suggests that brain systems implicated in assessing the value of stimuli (i.e., subjective valuation) and understanding others' mental states (i.e., mentalizing) play key roles. The current study used neuroimaging and natural language classifiers to extend these findings in a naturalistic context and tested the extent to which the two systems work together or independently in responding to social influence. First, we show that in response to text-based social media recommendations, activity in both the brain's valuation system and mentalizing system was associated with greater likelihood of opinion change. Second, participants were more likely to update their opinions in response to negative, compared to positive, recommendations, with activity in the mentalizing system scaling with the negativity of the recommendations. Third, decreased functional connectivity between valuation and mentalizing systems was associated with opinion change. Results highlight the role of brain regions involved in mentalizing and positive valuation in recommendation propagation, and further show that mentalizing may be particularly key in processing negative recommendations, whereas the valuation system is relevant in evaluating both positive and negative recommendations.

Media content sharing as a value-based decision.

Exposure to media content (e.g. persuasive campaigns) affects daily behaviors, but these effects are partially determined by whether and how people who are exposed to the content share it with their peers. To decide whether to share, potential sharers need to compare and integrate diverse sources of information including characteristics of the media content and various social influences. What are the mechanisms that enable sharers to make such complex decisions quickly and effortlessly? We review evidence that sharing is preceded by a value-based decision-making process supported by three key characteristics of the so-called neural valuation system (domain-generality, value integration, and context-dependence). Finally, we describe theoretical and methodological advances that can be gained from conceptualizing sharing as a value-based decision-making process.

Persuasion and influence: what makes a successful persuader?

What makes people successful at influencing others? In this review, we focus on the role of the persuader (i.e., person who attempts to influence a recipient), drawing from findings in neuroscience to highlight key drivers that contribute to persuaders' decisions to share information, and variables that distinguish successful persuaders from those who are less successful. We review evidence that people's motivations to share are guided in the brain by value-based decision making, with self-relevance and social-relevance as two key motivational inputs to the value computation. We then argue that persuaders who exhibit higher awareness of social considerations and increased recruitment of the brain's mentalizing system are more successful. We conclude by suggesting that approaches integrating social and neural networks can productively advance knowledge in this field.