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Social cues can impact complex behavior unconsciously.

ABSTRACT: In three experiments, we investigated the effect of unconscious social priming on human behavior in a choice reaction time task. Photographs of a basketball player passing a ball to the left/right were used as target stimuli. Participants had to respond to the pass direction either by a whole-body (complex) response or a button-press (simple) response. Visually masked stimuli, showing both a task-relevant cue (pass direction) and a task-irrelevant, social cue (gaze direction), were used as primes. Subliminal social priming was found for kinematic (center of pressure) and chronometric measures (response times): gaze direction in the primes affected responses to the pass direction in the targets. The social priming effect diminished when gaze information was unhelpful or even detrimental to the task. Social priming of a complex behavior does not require awareness or intentionality, indicating automatic processing. Nevertheless, it can be controlled by top-down, strategic processes.

SUBMITTER: Schutz C

PROVIDER: S-EPMC7712880 | biostudies-literature | 2020 Dec

REPOSITORIES: biostudies-literature

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Social cues can impact complex behavior unconsciously.

Schütz Christoph C Güldenpenning Iris I Koester Dirk D Schack Thomas T

Scientific reports 20201203 1

In three experiments, we investigated the effect of unconscious social priming on human behavior in a choice reaction time task. Photographs of a basketball player passing a ball to the left/right were used as target stimuli. Participants had to respond to the pass direction either by a whole-body (complex) response or a button-press (simple) response. Visually masked stimuli, showing both a task-relevant cue (pass direction) and a task-irrelevant, social cue (gaze direction), were used as prime ...[more]

PMID: 33273521

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Project description:BackgroundHealth-related misinformation on social media is a key challenge to effective and timely public health responses. Existing mitigation measures include flagging misinformation or providing links to correct information, but they have not yet targeted social processes. Current approaches focus on increasing scrutiny, providing corrections to misinformation (debunking), or alerting users prospectively about future misinformation (prebunking and inoculation). Here, we provide a test of a complementary strategy that focuses on the social processes inherent in social media use, in particular, social reinforcement, social identity, and injunctive norms.ObjectiveThis study aimed to examine whether providing balanced social reference cues (ie, cues that provide information on users sharing and, more importantly, not sharing specific content) in addition to flagging COVID-19-related misinformation leads to reductions in sharing behavior and improvement in overall sharing quality.MethodsA total of 3 field experiments were conducted on Twitter's native social media feed (via a newly developed browser extension). Participants' feed was augmented to include misleading and control information, resulting in 4 groups: no-information control, Twitter's own misinformation warning (misinformation flag), social cue only, and combined misinformation flag and social cue. We tracked the content shared or liked by participants. Participants were provided with social information by referencing either their personal network on Twitter or all Twitter users.ResultsA total of 1424 Twitter users participated in 3 studies (n=824, n=322, and n=278). Across all 3 studies, we found that social cues that reference users' personal network combined with a misinformation flag reduced the sharing of misleading but not control information and improved overall sharing quality. We show that this improvement could be driven by a change in injunctive social norms (study 2) but not social identity (study 3).ConclusionsSocial reference cues combined with misinformation flags can significantly and meaningfully reduce the amount of COVID-19-related misinformation shared and improve overall sharing quality. They are a feasible and scalable way to effectively curb the sharing of COVID-19-related misinformation on social media.

Dataset Information

Social cues can impact complex behavior unconsciously.

Publications

Social cues can impact complex behavior unconsciously.

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