Alterations of Brain Functional Connectome After Observing Others’ Preferences in Behavioral Contagion

Abstract Behavioral contagion refers to the unconscious and automatic adoption of others’ behaviors and preferences after observing or becoming aware of them. Despite its significant impact on individual and societal behaviors the underlying brain mechanisms remain to be fully understood. This study investigated how the brain functional network differ after observing others’ behavior in a decision-making task. Therefore, we acquired fMRI data of 31 healthy participants while their behaviors were measured during an economic decision-making task. A version of the dictator game was used to assess changes in participants' preferences before and after observing others' preferences. Based on their Behavioral Contagion Rates, participants were classified into two groups: Contagion and No-Contagion. Then, changes in functional connectome before and after observation of others’ behaviors were calculated in the Contagion and the No-Contagion groups, separately. The significant changes in the Contagion and No-Contagion groups were different and were mainly observed in connectivity between precuneus, posterior cingulate cortex, superior and middle temporal gyrus, inferior parietal lobule, and supramarginal gyrus. We hope these findings could provide a better insight into the neural mechanism involved in behavioral contagion.