Perceived community alignment increases information sharing

TL;DR

People are more likely to share information if they think others in their community will understand it the same way.

Contribution

The study shows that perceived community alignment drives information sharing through neural and behavioral evidence.

Findings

More similar neural responses across participants are linked to a higher likelihood of sharing content.

People share content they believe others in their social circles will interpret similarly.

Perceived similarity with others increases the likelihood of sharing information.

Abstract

It has been proposed that information sharing, which is a ubiquitous and consequential behavior, plays a critical role in cultivating and maintaining a sense of shared reality. Across three studies, we test this theory by investigating whether or not people are especially likely to share information that they believe will be interpreted similarly by others in their social circles. Using neuroimaging data collected while people who live in the same residential community viewed brief film clips, we find that more similar neural responses across participants is associated with a greater likelihood to share content. We then test this relationship using two behavioral studies and find (1) that people are particularly likely to share content that they believe others in their social circles will interpret similarly and (2) that perceived similarity with others leads to increased sharing likelihood. In concert, our findings support the idea that people are driven to share information to create and reinforce shared understanding, which is critical to social connection.

Information sharing is a ubiquitous and consequential behavior. Here, the authors use neuroimaging and behavioral studies to show that people are driven to share information that they believe will be interpreted similarly by others in their social circles.

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