What you think doesn’t matter.
It’s not that what you think doesn’t matter, but what other’s think does influence your decisions. Social norms play a significant role in shaping our decision making as individuals. Countless studies have shown the profound impact of social norms on our behavior and choices. In one study conducted by Cialdini et al. (2006), participants were more likely to litter in a public environment once they observed someone else engaging in such behavior. This study demonstrates the power of social norms in influencing our actions and decisions by signaling what is considered acceptable within a given social context. Additionally, another study by Nolan et al. (2008) found that individuals were more likely to conserve energy when they received feedback indicating that their energy consumption was higher than their neighbors'. The findings from these studies highlight how social norms affect our decisions even if we don’t realize how influential they are.
In a recent article, Public views on polygenic screening of embryos, the authors thoughtfully incorporated the use of social norms in their survey. It turns out, social norms influence people’s willingness to pursue certain interventions and their view of the morality of the intervention.
The article asked over 6000 Americans their opinion on three interventions: preimplantation genetic testing for polygenic conditions, gene editing, and courses to prepare for the SAT. Questions included their moral position of the intervention and willingness to use the intervention. The article tries to assess respondents’ views, particularly in the realm of what they’d be willing to pursue to improve their offsprings’ intellectual attainment. The article has a lot of great content, so check it out for the details. This post only focuses on one aspect of the findings.
As the table above shows, when the question included 1 out of 10 people chose the intervention, less respondents were willing to use the intervention. When they were told 9 out of 10 people use the intervention, there was an increase in willingness to use the intervention. The increase was not outstanding, but it was seen across all interventions.
Why does it matter if we are swayed by social norms to determine our choices? I for one am happy to know what my friends are doing since I have screened them to be quality people who likely make quality choices. It really is not a bad thing to go with what others’ are doing in a general sense. We can all think of times when that hasn’t been for the best such as the quintessential example of Nazi Germany, but for most daily choices, the impact is much less.
With this article, it has shown that number matter as much as words. I’ve been wondering how the number 1 in 6 (relating to couples that are infertile) impact decision making of pursuing in vitro fertilization (IVF). Could the thought, well many people also experience infertility, thus also pursue IVF, make the decision to elect the option more readily?
The idea of what others are doing to impact our decisions is a tremendously important point. I remember a patient once asking me, “do most people chose to terminate a pregnancy with a prenatal diagnosis?”. We want to know what others do in a similar situation, yet our society’s rhetoric behind reproductive rights is of individual choice and autonomy which is the opposite of making decisions based off social norms. I could imagine feeling conflicted in this dichotomy.
I wouldn’t say it is time to change that rhetoric, rather, to acknowledge the human instinct we often have of wondering what others’ do. In the same vein, acknowledge how marketing may seep into this human tendency to influence decisions that are highly personal.
It will be important to watch how social norms may change the overall view of certain testing or therapies such as preimplantation genetic testing for polygenic conditions (PGT-P). PGT-P assesses the chance an embryo may develop certain conditions like diabetes. It is still under debate for its utility. Some professional organizations such as ACMG state it’s not appropriate for clinical use. However, companies offer it for use despite the stance.
Social media is used to play into social norms by advertising to an influencer’s micropopulation. This has worked tremendously well for companies like Modern Fertility despite some recent claims of companies with false hormonal metrics. I see an influencer daily showing how to prick their finger to send their biological sample to a lab - something we wouldn’t imagine doing a few years ago.
I didn’t intend for this post to go in this direction, but it needs to be said somewhere: what you think does matter but so does what others’ think and companies know this. Being aware of what influences our decisions is important and to know that even if the decision is not wholly devoid of others’ influence, that it is okay. As much as American society values independence, we still feel connected to others and what they think.
* This blog constitutes general information about genetic testing and medical screening. This blog does not offer or provide medical advice or diagnosis, and nothing in this blog should be construed as medical advice or diagnosis. Do not rely on the information in this blog/article to make medical management decisions. Please consult with a medical professional before making those decisions. Do not delay in seeking professional medical advice if you think you have a medical concern. Do not disregard professional medical advice based on any information received in this blog.
