TY - JOUR
T1 - Predicting persuasion-induced behavior change from the brain
AU - Falk, Emily B.
AU - Berkman, Elliot T.
AU - Mann, Traci
AU - Harrison, Brittany
AU - Lieberman, Matthew D.
PY - 2010/6/23
Y1 - 2010/6/23
N2 - 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.
AB - 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.
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U2 - 10.1523/JNEUROSCI.0063-10.2010
DO - 10.1523/JNEUROSCI.0063-10.2010
M3 - Article
C2 - 20573889
AN - SCOPUS:77954093811
SN - 0270-6474
VL - 30
SP - 8421
EP - 8424
JO - Journal of Neuroscience
JF - Journal of Neuroscience
IS - 25
ER -