The neural correlates of persuasion: a common network across cultures and media.

Journal of Cognitive Neuroscience
Emily B FalkMatthew D Lieberman

Abstract

Persuasion is at the root of countless social exchanges in which one person or group is motivated to have another share its beliefs, desires, or behavioral intentions. Here, we report the first three functional magnetic resonance imaging studies to investigate the neurocognitive networks associated with feeling persuaded by an argument. In the first two studies, American and Korean participants, respectively, were exposed to a number of text-based persuasive messages. In both Study 1 and Study 2, feeling persuaded was associated with increased activity in posterior superior temporal sulcus bilaterally, temporal pole bilaterally, and dorsomedial prefrontal cortex. The findings suggest a discrete set of underlying mechanisms in the moment that the persuasion process occurs, and are strengthened by the fact that the results replicated across two diverse linguistic and cultural groups. Additionally, a third study using region-of-interest analyses demonstrated that neural activity in this network was also associated with persuasion when a sample of American participants viewed video-based messages. In sum, across three studies, including two different cultural groups and two types of media, persuasion was associated with a consisten...Continue Reading

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Citations

Jan 25, 2012·Philosophical Transactions of the Royal Society of London. Series B, Biological Sciences·Emily B FalkMatthew D Lieberman
Mar 28, 2013·Journal of Cognitive Neuroscience·Ian S RamsayAngus W MacDonald
Jun 25, 2010·The Journal of Neuroscience : the Official Journal of the Society for Neuroscience·Emily B FalkMatthew D Lieberman
Dec 3, 2014·Psychiatry Research·Laurence Dinh-WilliamsStéphane Potvin
Apr 24, 2013·Current Opinion in Neurobiology·Keise Izuma
Dec 23, 2016·Scientific Reports·Jonas T KaplanSam Harris
Dec 23, 2016·Social Neuroscience·John T CacioppoRichard E Petty
Apr 13, 2017·Social Cognitive and Affective Neuroscience·Martin A ImhofHarald T Schupp
Jun 1, 2013·Psychological Science·Emily B FalkMatthew D Lieberman
Feb 26, 2016·Journal of Health Psychology·Sherrie-Anne KayeIoni Lewis
Nov 16, 2017·Social Cognitive and Affective Neuroscience·Richard HuskeyRené Weber
May 8, 2018·Social Cognitive and Affective Neuroscience·Shannon M BurnsMatthew D Lieberman
Sep 3, 2011·Genes, Brain, and Behavior·M FalconeA A Strasser
Jun 10, 2020·PsyCh Journal·Fabian SimmankSarita Silveira
Mar 30, 2020·Nature Reviews. Neuroscience·Andreas OlssonBjörn Lindström
Jun 5, 2020·Integrative Psychological & Behavioral Science·Alexander Shkurko

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