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Students who had stronger responses to faces of peers with relatively higher popularity and leadership status than themselves in one key valuation brain region, the ventromedial prefrontal cortex (vmPFC), were more likely to align their drinking behavior with their groups\u2019 norms in everyday life. These results provide evidence for how brain systems involved in valuation and social cognition flexibly track information about peers\u2019 popularity and leadership status in real-life social groups and contribute to a growing literature on the neural mechanisms through which social comparison processes shape conformity. 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