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- Title
Predicting Persuasion-Induced Behavior Change from the Brain.
- Authors
Falk, Emily B.; Berkman, Elliot T.; Mann, Traci; Harrison, Brittany; Lieberman, Matthew D.
- Abstract
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.
- Subjects
BEHAVIOR modification; PERSUASION (Psychology); BRAIN research; NEURAL receptors; SYNAPSES
- Publication
Journal of Neuroscience, 2010, Vol 30, Issue 25, p8421
- ISSN
0270-6474
- Publication type
Article
- DOI
10.1523/JNEUROSCI.0063-10.2010