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Social framing effects in decision making

View ORCID ProfilePayam Piray, Roshan Cools, Ivan Toni
doi: https://doi.org/10.1101/2021.09.28.462257
Payam Piray
1Princeton Neuroscience Institute, Princeton University, Princeton, NJ, USA
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  • For correspondence: ppiray@princeton.edu
Roshan Cools
2Donders Institute for Brain, Cognition and Behavior, Radboud University, Nijmegen, The Netherlands
3Department of Psychiatry, Radboud University Medical Center, Nijmegen, The Netherlands
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Ivan Toni
2Donders Institute for Brain, Cognition and Behavior, Radboud University, Nijmegen, The Netherlands
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Abstract

Human decisions are known to be strongly influenced by the manner in which options are presented, the “framing effect”. Here, we ask whether decision-makers are also influenced by how advice from other knowledgeable agents are framed, a “social framing effect”. Concretely, do students learn better from a teacher who often frames advice by emphasizing appetitive outcomes, or do they learn better from another teacher who usually emphasizes avoiding options that can be harmful to their progress? We study the computational and neural mechanisms by which framing of advice affect decision-making, social learning, and trust. We found that human participants are more likely to trust and follow an adviser who often uses an appetitive frame for advice compared with another one who often uses an aversive frame. This social framing effect is implemented through a modulation of the integrative abilities of the ventromedial prefrontal cortex. At the time of choice, this region combines information learned via personal experiences of reward with social information, but the combination differs depending on the social framing of advice. Personally-acquired information is weighted more strongly when dealing with an adviser who uses an aversive frame. The findings suggest that social advice is systematically incorporated into our decisions, while being affected by biases similar to those influencing individual value-based learning.

Competing Interest Statement

The authors have declared no competing interest.

Copyright 
The copyright holder for this preprint is the author/funder, who has granted bioRxiv a license to display the preprint in perpetuity. It is made available under a CC-BY-NC-ND 4.0 International license.
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Posted September 30, 2021.
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Social framing effects in decision making
Payam Piray, Roshan Cools, Ivan Toni
bioRxiv 2021.09.28.462257; doi: https://doi.org/10.1101/2021.09.28.462257
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Social framing effects in decision making
Payam Piray, Roshan Cools, Ivan Toni
bioRxiv 2021.09.28.462257; doi: https://doi.org/10.1101/2021.09.28.462257

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