Researchers led by Ali Mahmoodi at the University of Freiburg in Germany have characterized brain activity that occurs when we are socially influenced to change our minds. Publishing in PLOS Biology ...

Consumer decisions are profoundly shaped by social contexts in which individuals seek acceptance, validation and accurate information. Social influence manifests through direct interactions with peers ...

What is the fundamental driver in relationships? Is there a core social need that humans have? In my first book, A New Unified Theory of Psychology, I answered this question in terms of social ...

In the last article, we evaluated why people follow the crowd—and when that may or may not be a good strategy for personal decision-making. In that evaluation, we discussed how individuals often look ...