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How Social Ranking Affects Choice Behaviour
In the famous Dutch Post Code Lottery, the winning ticket is drawn on the basis of the post code. When the post code of somebody who didn't buy the
ticket is drawn, this person is surrounded by winning neighbours who are suddenly very rich. As well as the regret for not buying the ticket, this
unlucky person feels a strong sense of envy. The case of a Dutch women who, in anger and frustration, actually sued the lottery for the reimbursement
of moral damages was reported in the press.
The way we evaluate the outcome of our decision depends on the context in which we are acting--whether we are alone or with other people. In the same
way, we modify our behaviour choices when other people are present, even when they are only spectators-these are the conclusions of a study
conducted by three economists and neuroscientists of the universities of Lyon (France), Trento (Italy) and Minnesota (USA).
The researchers studied how social ranking affects choice behaviour in an article, which will be published in the online, open-access journal PLoS ONE
on Wednesday, October 22. They investigated how people evaluate the outcome of their decision in private versus social contexts and whether social and
private emotions influence monetary decisions in different ways.
What happens when we are not acting alone, but have to factor in a social context? The research shows that social emotions linked to a success or a
failure are stronger than in the 'single actor' scenario. Moreover, we behave more boldly in a prudent environment (against a weak opponent) and
more prudently against a bold opponent.
Social competitive emotions are stronger than their private counterpart
Each day, we make decisions and evaluate their consequences and each time, we fall into the trap of counterfactual thinking, recreating in our mind
all other possible scenarios (along the lines of, "'I would have been better off choosing the other option'"). The relief resulting from a good
choice can vanish if we realize that another choice would have been better still; when this happens, we regret our choice. Relief and regret are
emotions linked to an evaluation of a choice behaviour, so they arise from a reasoning process and they play an key role in evaluating our behaviours
and in adjusting future ones.
What happens when we are placed in a social context? Usually, we feel envy (the social analogue of regret) when we are comparing our negative
situation to the positive situation of another. Conversely, when we are the winner, it appears there is no room for empathy; gloating always prevails.
In a social context, as the researchers report, emotional responses to a choice (either good or bad) will be enhanced due to social comparison: social
emotions have stronger effects than their private counterparts. Moreover, they operate differently, and they affect our behaviour in a deeper way.
If, in a private context, failures matter more than successes, in social situation, competitive spirit prevails.
"In many situations, the most important thing is to gain the upper hand over the others; in this case, gloating is understandable," said Giorgio
Coricelli, researcher at the Center for Mind Brain Sciences of the University of Trento and the Institut des Sciences Cognitives, Centre de
Neuroscience Cognitive, CNRS at the University of Lyon, "but contexts are always changing and so is the point of view: the important thing to do is
to minimize envy; that is the social difference between us and the others. For that, I need to adjust my behaviour to that of others. Nonetheless,
when a human is placed in a social context, even with a minimal interaction and without any induced competition element, he immediately sees his
status concern prevail. This fact has serious implications on human choice behaviour."
In the study, the subjects played a lottery game but their actions never influenced the outcome of the game for the others. Emotional arousal was
assessed by recording the skin conductance responses (SCR) and heart rate of all participants during the entire experiment. Despite the absence of any
competitive element, gloating looms larger than envy. On the contrary, in the single player scenario, the regret over a failure is stronger than the
relief over a success. Social emotions were thus shown to operate differently from private ones: social competitive emotions are stronger that the
private counterparts even when in the lab and there is no induced competitive element. Data on self-reporting rates and physiological responses were
extremely consistent in their experiment.
Effect of the environment on choices: social and private
Participants in the study chose among lotteries with different levels of risk and faced opponents with different gaming styles. Again, satisfaction
for a victory was greater than regret for a defeat when in a social context, contrary to what happens in a private context. This is the economic
analogue of the dominance complementarity observed in postural relationship, where a dominant posture is likely to induce a submissive one, and
vice-versa. We produce the most rewarding behaviour in a competitive environment.
To explain the difference between the relative weight of gains and losses in private and social environments one may consider the different impact of
the outcome in the two scenarios. For example, in the private context, an individual may find that her survival is at stake. On the other hand,
climbing the social ladder and becoming dominant could result in having many sexual and food advantages. If ranking first is much better than ranking
second, the difference among the lower ranks is not as significant. The behaviour is therefore driven more by the prospect of winning than by the fear
of losing.
Research in this field continues, with the analysis of the role of complex emotions (regret and envy) in patients with frontal lobe lesion and in
autistics, with behavioural and magnetic resonance data.
"Interdependent Utilities: How Social Ranking Affects Choice Behavior."
Bault N, Coricelli G, Rustichini A (2008)
PLoS ONE 3(10): e3477. doi:10.1371/journal.pone.0003477
Click here to view article online
About PLoS ONE
PLoS ONE is the first journal of primary research from all areas of science to employ a combination of peer review and post-publication rating and
commenting, to maximize the impact of every report it publishes. PLoS ONE is published by the Public Library of Science (PLoS), the open-access
publisher whose goal is to make the world's scientific and medical literature a public resource.
PLoS ONE
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Cum de rang social, afecteazã comportamentul alegere - How Social Ranking Affects Choice Behaviour - articole medicale engleza - startsanatate