title: The herding hormone: oxytocin stimulates in-group conformity.
abstract: People often conform to others with whom they associate. Surprisingly, however, little is known about the possible hormonal mechanisms that may underlie in-group conformity. Here, we examined whether conformity toward one's in-group is altered by oxytocin, a neuropeptide often implicated in social behavior. After administration of either oxytocin or a placebo, participants were asked to provide attractiveness ratings of unfamiliar visual stimuli. While viewing each stimulus, participants were shown ratings of that stimulus provided by both in-group and out-group members. Results demonstrated that on trials in which the ratings of the in-group and out-group were incongruent, the ratings of participants given oxytocin conformed to the ratings of their in-group but not of their out-group. Participants given a placebo did not show this in-group bias. These findings indicate that administration of oxytocin can influence subjective preferences, and they support the view that oxytocin's effects on social behavior are context dependent.
authors.affiliation: Rotterdam School of Management, Erasmus University Rotterdam. hugh.dennett@anu.edu.au
authors.forename: Mirre
authors.initials: M
authors.lastname: Stallen
authors.forename: Carsten K W
authors.initials: CK
authors.lastname: De Dreu
authors.forename: Shaul
authors.initials: S
authors.lastname: Shalvi
authors.forename: Ale
authors.initials: A
authors.lastname: Smidts
authors.forename: Alan G
authors.initials: AG
authors.lastname: Sanfey
mesh_terms: D000293:Adolescent; D001519:Behavior / Q000187:drug effects*; D004311:Double-Blind Method; D006801:Humans; D008297:Male; D010120:Oxytocics / Q000494:pharmacology*; D010121:Oxytocin / Q000494:pharmacology*; D012919:Social Behavior; D012925:Social Conformity; D055815:Young Adult
chemical_list: D010120:Oxytocics; D010121:Oxytocin