Opportunities to persuade and be persuaded are ubiquitous. What determines whether influence spreads and takes hold? This review provides an overview of evidence for the central role of subjective valuation in persuasion and social influence for both propagators and receivers of influence. The authors first review evidence that decisions to communicate information are determined by the subjective value a communicator expects to gain from sharing. They next review evidence that the effects of social influence and persuasion on receivers, in turn, arise from changes in the receiver's subjective valuation of objects, ideas, and behaviors. The authors then review evidence that self-related and social considerations are two key inputs to the value calculation in both communicators and receivers. Finally, they highlight biological coupling between communicators and receivers as a mechanism through which perceptions of value can be transmitted.
Published in Volume 69, pages 329-356