In my article To Sell More Think Sheep I discussed the contradiction that exists between the observable fact that we all do pretty much the same things (particularly as our friends) but like to entertain the notion that we’re much more autonomous and independent-minded than that.

A recent study used brain imaging to explore the mechanisms that cause us to behave in this way. Why is it we end up liking what our friends like (for the most part)?

To find out more neurologists conducted fMRI scans of teenagers’ brains whilst they were having unfamiliar music spanning several genres played to them.

In the experiment each participant was played a number of songs and asked to rate how much they liked them. Then they were shown how popular the song was among a large reference group. To make sure people weren’t contrary for the sake of it, participants knew they would receive a CD containing their favourite tracks at the end of the study.

As they expected, the researchers found that people did adjust their ratings to conform to the ‘popular’ opinion of the tracks. What they discovered from brain activity throughout this process was that fascinating.

From the areas of the brain involved (the left and right anterior insula was active in those who changed their preference) it seems that people switched their preference because they were anxious that their opinion didn’t match up with other peoples.

What’s particularly interesting is that this neural activity is distinct from activity for reward and utility; in this case it seems that the music became more appealing not because it was liked or appreciated more for its own sake, but because not liking it was worrying.

Of course children of this age group associate music with their identity to a significant degree and this may be a factor that isn’t always so dominant in adult consumers. However, it’s likely that, along with the way in which popularity can be seen as an intrinsic marker of quality, the study reveals an important dimension in consumer choice.

One thing’s for sure, it’s worth thinking about ways in which you can let your customers know that what you have to sell them is popular.

Source: Neural Mechanisms of Social Influence in Consumer Decisions, by Gregory Berns, C. Monica Capra, Sara Moore, and Charles Noussai (2009)

Image courtesy: Thomas Leuthard