The Neural Basis of Shared Preference Learning

During our daily lives, we often learn about the similarity of the traits and preferences of others to our own and use that information during our social interactions. However, it is unclear how the brain represents similarity between the self and others. One possible mechanism is to track similarity to oneself regardless of the identity of the other (Similarity account); an alternative is to track each confederate in terms of consistency of the similarity to the self, with respect to the choices they have made before (consistency account). Our study combined fMRI and computational modelling of reinforcement learning (RL) to investigate the neural processes that underlie learning about preference similarity. Participants chose which of two pieces of artwork they preferred and saw the choices of one confederate who usually shared their preference and another who usually did not. We modelled neural activation with RL models based on the similarity and consistency accounts. Data showed more brain regions whose activity pattern fits with the consistency account, specifically, areas linked to reward and social cognition. Our findings suggest that impressions of other people can be calculated in a person-specific manner which assumes that each individual behaves consistently with their past choices.