Friendship promotes neural and behavioral similarity
How does friendship affect the human brain and influence behavior? In a new JNeurosci paper, Jia Jin and colleagues, from Shanghai International Studies University, present their work examining how close relationships influence consumer behavior and neural activity. Through a combination of long-term behavioral experiments with 175 participants and neuroimaging data from 47 participants, the researchers shed light on how friendships promote neural and behavioral similarity.
Participants evaluated products more similarly to their friends than strangers. As friends grew closer over time, this similarity ...