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.
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