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People differ in how they attend to, interpret, and respond to theirsurroundings. Convergent processing of the world may be one factor thatcontributes to social connections between individuals. We used neuroimaging andnetwork analysis to investigate whether the most central individuals in theircommunities (as measured by in-degree centrality, a notion of popularity)process the world in a particularly normative way. We found that more centralindividuals had exceptionally similar neural responses to their peers andespecially to each other in brain regions that are associated with high-levelinterpretations and social cognition (e.g., in the default-mode network),whereas less-central individuals exhibited more idiosyncratic responses.Self-reported enjoyment of and interest in stimuli followed a similar pattern,but accounting for these data did not change our main results. These findingssuggest that highly-central individuals process the world in exceptionallysimilar ways, whereas less-central individuals process the world inidiosyncratic ways.

Popular individuals process the world in particularly normative ways