Multiple neural signatures of social proof and deviance during the observation of other people's preferences

Detecting one's agreement with or deviation from other people, a key principle of social cognition, relies on neurocognitive mechanisms involved in reward processing, mismatch detection, and attentional orienting. Previous studies have focused on explicit depictions of the (in)congruency of individual and group judgments. Here, we report data from a novel experimental paradigm in which participants first rated a set of images and were later...