We examined the impact of viewing exemplars on people’s behaviour in risky decision-making environments. Specifically, we tested if people disproportionally choose to view and then imitate the behaviour of successful (vs. unsuccessful) others, which in the case of risky decision-making increases risk-taking and can hamper performance. In doing so, our research tested how a fundamental social psychological process (social influence) interacts with a fundamental statistical phenomenon (regression to the mean) to produce biases in decision-making. Experiment 1 ( N = 96) showed that people indeed model their own behaviour after that of a successful exemplar, resulting in more risky behaviour and poorer outcomes. Experiment 2 ( N = 208) indicated that people disproportionately choose to examine and then imitate most successful versus least successful exemplars. Experiment 3 ( N = 381) replicated Experiment 2 in a context where participants were offered the freedom to examine any possible exemplar, or no exemplar whatsoever, and across different incentive conditions. The results have implications for decision-making in a broad range of social contexts, such as education, health, and finances where risk-taking can have detrimental outcomes, and they may be particularly helpful to understand the role of social influence in gambling behaviour.
The impact of prior risk experiences on subsequent risky decision-making: The role of the insula