PDF(Pubmed)
Abstract：
Activity within the ventral medial prefrontal cortex (VMPFC) during encoding of persuasive messages has been shown to predict message-consistent behaviors both within scanner samples and at the population level. This suggests that neuroimaging can aid in the development of better persuasive messages, but little is known about how the brain responds to different message features. Building on past findings, the current study found that gain-framed persuasive messages elicited more VMPFC activation than loss-framed messages, but only when messages addressed outcomes that would be experienced by participants directly. Participants also perceived gain-framed messages as more effective than loss-framed messages, and self-reported perceptions of message effectiveness were positively correlated with VMPFC activation. These results support theories that VMPFC activity during message encoding indexes perceptions of value and self-relevance and demonstrate that established theories of persuasion can improve the understanding of the neural correlates of persuasion.
摘要：
在说服性消息的编码过程中，腹侧内侧前额叶皮层（VMPFC）内的活动已被证明可以预测扫描仪样本内和人群水平上的消息一致行为。这表明神经成像可以帮助发展更好的有说服力的信息，但是人们对大脑如何对不同的信息特征做出反应知之甚少。根据过去的发现，当前的研究发现，获得框架的说服性消息比丢失框架的消息引起更多的VMPFC激活，但只有当消息解决了参与者直接体验的结果时。参与者还认为增益框架消息比损失框架消息更有效，自我报告的信息有效性感知与VMPFC激活呈正相关。这些结果支持以下理论：消息编码期间的VMPFC活动指示了对价值和自相关性的感知，并证明了已建立的说服理论可以改善对说服的神经相关性的理解。
