Morality, Context and Influence
by Kevin Hogan
Page 3
Suggestion is POWER.
In mapping participants' underlying neural processes, the researchers discovered activation in the brain's striatum--more specifically, a structure called the caudate nucleus--which had previously been linked to reward processing. The brain responses matched the patterns traditionally seen during trial and error reward learning (i.e.,differential responses between positive and negative feedback) only when participants were interacting with the neutral partner.
In contrast, activation was either weak or absent when subjects were playing with good or bad partners.
"It was as if the influence of participants' prior impressions served to disrupt some of their normal feedback learning mechanisms and consequently affected their ability to adapt choices," explained Prof. Delgado.
The study's findings run counter to the self-interest model in economics.
"The self-interest model predicts that people should be skeptical of everyone," Frank said. "Yet people seem reluctant to adopt that posture toward someone described as trustworthy, even when they know the description is fictional."
PEOPLE SEE what they WANT to SEE. (What they have been programmed to see.)
KEYPOINT: According to Phelps, these findings suggest that "second-hand accounts of moral character can override the impact of first-hand experience of trustworthiness" as expressed in both behavioral choices and the underlying neural mechanisms.
In other words, once you have a belief...even with ample first-hand PROOF to the contrary...you'll stick with the belief.
The study's researchers were Mauricio Delgado, a post-doctoral research fellow at NYU, Robert Frank, an economics professor at Cornell'sJ ohnson School of Management, and Elizabeth A. Phelps, a professor of`psychology and neural science at NYU.
The research was supported by National Institute of Mental Health, the James S. McDonnell Foundation, the Beatrice and Samuel A. Seaver Foundation, and Cornell's S.C. Johnson School of Management.
Posted: 01/28/2007
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