The Neural Persuasion Model: Aligning Neural Readiness, Perceived Need, and Intervention Strategies

An increasing body of information is being assembled to understand how persuasive technology can be applied to develop successful persuasive health systems. Both technology and human issues contribute to reduced success of some persuasive systems. Neuroscience research has opened the door to improved understanding of how humans process information during attitude formation, attitude change, and during persuasion attempts. This article presents the Neural Persuasion Model, which delves more deeply into the human component of persuasion. The model draws on current neuroscience research and theories of neural readiness and neural organization to suggest ways in which understanding the neural activity of the brain might close the gap between persuasive technology design and behavioral outcomes, particularly for addiction recovery and other circumstances where neural disorder exists.