Activity in the brain's valuation and mentalizing networks is associated with propagation of online recommendations.

In the mentalizing system, however, we observed a marginally significant interaction between the sentiment of the review and brain activity (see Table 3 ), such that increased response in mentalizing regions to negative recommendations resulted in greater opinion change (simple effect of mentalizing on recommendation rating change for negative peer recommendations: B = 0.129; t (1659) = 2.763; p = 0.006), but not in response to positive peer recommendations (simple effect of mentalizing on recommendation rating change for positive peer recommendations : B = − 0.008; t (1075) = − 0.119; p = 0.905).

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