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Reciprocity of social influence

Author

Listed:
  • Ali Mahmoodi

    (University of Freiburg
    University of Freiburg)

  • Bahador Bahrami

    (Institute of Cognitive Neuroscience, University College London
    Ludwig Maximilian University)

  • Carsten Mehring

    (University of Freiburg
    University of Freiburg)

Abstract

Humans seek advice, via social interaction, to improve their decisions. While social interaction is often reciprocal, the role of reciprocity in social influence is unknown. Here, we tested the hypothesis that our influence on others affects how much we are influenced by them. Participants first made a visual perceptual estimate and then shared their estimate with an alleged partner. Then, in alternating trials, the participant either revised their decisions or observed how the partner revised theirs. We systematically manipulated the partner’s susceptibility to influence from the participant. We show that participants reciprocated influence with their partner by gravitating toward the susceptible (but not insusceptible) partner’s opinion. In further experiments, we showed that reciprocity is both a dynamic process and is abolished when people believed that they interacted with a computer. Reciprocal social influence is a signaling medium for human-to-human communication that goes beyond aggregation of evidence for decision improvement.

Suggested Citation

  • Ali Mahmoodi & Bahador Bahrami & Carsten Mehring, 2018. "Reciprocity of social influence," Nature Communications, Nature, vol. 9(1), pages 1-9, December.
    • Handle: RePEc:nat:natcom:v:9:y:2018:i:1:d:10.1038_s41467-018-04925-y
    DOI: 10.1038/s41467-018-04925-y
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    Cited by:

    1. Carina Thürridl & Frauke Mattison Thompson, 2023. "Making brand activism successful: How advice-giving can boost support behavior and reap benefits for the brand," Marketing Letters, Springer, vol. 34(4), pages 685-696, December.
    2. Schonhardt-Bailey, Cheryl & Dann, Christopher & Chapman, Jacob, 2022. "The accountability gap: Deliberation on monetary policy in Britain and America during the financial crisis," European Journal of Political Economy, Elsevier, vol. 74(C).
    3. Schonhardt-Bailey, Cheryl & Dann, Christopher & Chapman, Jacob, 2022. "The accountability gap: deliberation on monetary policy in Britain and America during the financial crisis," LSE Research Online Documents on Economics 114364, London School of Economics and Political Science, LSE Library.
    4. Normann, Hans-Theo & Sternberg, Martin, 2023. "Human-algorithm interaction: Algorithmic pricing in hybrid laboratory markets," European Economic Review, Elsevier, vol. 152(C).

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