Predicting persuasion-induced behavior change from the brain.
نویسندگان
چکیده
Although persuasive messages often alter people's self-reported attitudes and intentions to perform behaviors, these self-reports do not necessarily predict behavior change. We demonstrate that neural responses to persuasive messages can predict variability in behavior change in the subsequent week. Specifically, an a priori region of interest (ROI) in medial prefrontal cortex (MPFC) was reliably associated with behavior change (r = 0.49, p < 0.05). Additionally, an iterative cross-validation approach using activity in this MPFC ROI predicted an average 23% of the variance in behavior change beyond the variance predicted by self-reported attitudes and intentions. Thus, neural signals can predict behavioral changes that are not predicted from self-reported attitudes and intentions alone. Additionally, this is the first functional magnetic resonance imaging study to demonstrate that a neural signal can predict complex real world behavior days in advance.
منابع مشابه
RUNNING HEAD: NEURAL PREDICTOR OF BEHAVIOR CHANGE Predicting Persuasion-Induced Behavior Change from the Brain
Word Count: 121 Main Text Word Count: 2302 NEURAL PREDICTOR OF BEHAVIOR CHANGE 2
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ورودعنوان ژورنال:
- The Journal of neuroscience : the official journal of the Society for Neuroscience
دوره 30 25 شماره
صفحات -
تاریخ انتشار 2010