Deciphering the neural responses to a naturalistic persuasive message

• 成果类型: Article
• 署名作者: Ntoumanis, Ioannis; Sheronova, Julia; Davydova, Alina; Dolgaleva, Maria; Jaaskelainen, Iiro P.; Kosonogov, Vladimir; Shestakova, Anna N.; Klucharev, Vasily
• 署名单位: HSE University (National Research University Higher School of Economics); Cook Children's Medical Center; University of Texas System; University of Texas Arlington; HSE University (National Research University Higher School of Economics)
• 刊物名称: PROCEEDINGS OF THE NATIONAL ACADEMY OF SCIENCES OF THE UNITED STATES OF AMERICA
• ISSN/ISSBN: 0027-14138
• DOI: 10.1073/pnas.2401317121
• 发表日期: 2024-10-22
• 关键词: willingness-to-pay; brain activity; default mode; BEHAVIOR; network; connectivity; engage; RISK

摘要

Effective health promotion may benefit from understanding how persuasion emerges. While earlier research has identified brain regions implicated in persuasion, these studies often relied on event- related analyses and frequently simplified persuasive communications. The present study investigates the neural basis of valuation change induced by a persuasive healthy eating call, employing naturalistic stimuli. Fifty healthy participants performed two blocks of a bidding task, in which they had to bid on sugar- containing, sugar- free, and nonedible products during functional MRI. In between the two blocks, they listened to a persuasive healthy eating call that influenced their bidding behavior. Intriguingly, participants who resisted persuasion exhibited increased synchronization of brain activity during listening in several regions, including default mode network structures. Additionally, intersubject functional connectivity among these brain regions was found to be weaker in persuaded individuals. These results emphasize the individualized nature of processing persuasive messages, challenging conventional interpretations of synchronized neural activity. Our findings support the emerging practice of tailoring persuasive messages in health promotion campaigns.