Ke, J.; Madhogarhia, R.; Chun, M.; Rosenberg, M. D.; Leong, Y. C.; Song, H.

Updating impressions of others is essential to navigating social life. As we get to know an individual, we update our impressions of them in accordance with new information. How the brain dynamically revises impressions in real time under naturalistic conditions remains unclear. Here, we address this question using functional magnetic resonance imaging (fMRI) and natural language analysis in a naturalistic social cognition paradigm. Across 10 runs, participants viewed a character-driven TV episode, reported moments of insight, and described their impressions of the characters. Results reveal that impressions progressively evolved over time. Individuals with more similar existing impressions exhibit greater neural synchrony during movie-watching, which predicts convergence in post-movie impressions. Neural synchrony in the right superior temporal sulcus (STS) mediates the influence of initial similarity on later alignment. Insight moments accompany neural pattern shifts widespread across cortical regions, including the temporoparietal junction (TPJ), dorsomedial prefrontal cortex (dmPFC) and STS, and the magnitude of the shifts tracks the degree of impression updating. Specifically, distinct forms of insight selectively update complementary components of impressions: character insight updates person-centered representations, whereas non-character insight shapes social-event structure. Together, these findings show that people update their impressions of others through dynamic shifts in distributed brain activity patterns at moments of insight, providing a novel and ecologically grounded neural account of social cognition.